TSB launched its historical epic over the weekend. And 2degrees and TBWA\ have followed suit, with Rhys Darby—AKA The Furious Fantail—facing up to a big telco-inspired beast and re-enacting a few scenes from the past to launch its new Carryover Data product.
In what it’s calling ”another New Zealand mobile first”, Carryover Plan customers are able to carry over their unused data every month for up to a year. And in quintessential challenger brand style, 2degrees is continuing to reiterate its ”commitment to bringing value to Kiwi mobile users” with its ‘Fight for Fair’ campaign, which sees the typically schizophrenic Darby playing the roles of a boxer, Robin Hood and David Lange (we do wonder how many 2degrees customers will actually know who that is, or get the reference to his famous speech at the Oxford Union debate, however).
“2degrees has always brought real value to New Zealanders through smart innovations like Carryover Minutes, Shared Data and long life Mobile Broadband that mean customers can use their mobile even more,” says chief marketing officer Malcolm Phillipps. “And today we’re delivering another New Zealand first with Carryover Data.”
In the last year alone, he says data usage on the 2degrees network has almost tripled.
“We also know that our customers need different amounts of data at different times. Some months they use more than others. We have always focused on value because technology is no good unless you can afford to use it. Our Carryover data plans mean customers get exactly what they pay for,” he says.
Of course, while 2degrees is excited about the launch, Phillipps also recognised that it is bittersweet, given the death of chief executive Eric hertz and his wife Kathy in a plane crash.
“Eric Hertz really cared about providing value to our customers and this was one of the last projects he worked on with us. This kind of innovation captures everything Eric stood for and a fitting reflection of his legacy … “The end-frame tribute to Eric was a fitting way for us to remember him. He will be missed dearly.”
Whybin\TBWA New Zealand founder David Walden says “it’s a final tipping of the hat to our mate Eric” and a sign of respect for everything he gave to 2degrees.
“TVNZ and TV3 have kindly agreed to the unprecedented 62 second timeslot, which means we could send a special message from the agency and the 2degrees team.”
Whybin\TBWA executive creative director Andy Blood says “we worked with Rhys to bring to life characters and historic figures who have fought for the underdog”.
“We wanted to remind Kiwis that 2degrees is the only telco that actively champions fairness and goes out of its way to support the little guy.”
All Carryover Plans will now include Carryover Data alongside Carryover Minutes on both consumer and business plans. The main TVC, which was shot by long-time 2degrees collaborator Steve Saussey from Film Construction, will be supported by a retail campaign, as well as online and outdoor executions. 30 second product TVCs introducing Carryover Minutes on Prepay and Carryover Data on Pay Monthly will follow.
Founder: David Walden
CEO: Todd McLeay
ECD: Andy Blood
Creative Directors: Chris Childerhouse and Carl Lough
Head of Planning: Simon Bird
Senior Account Director: Nick Bulmer
Senior Account Manager: Sarah Cowan
Production company: Film Construction
Director: Steve Saussey
Music Company: Liquid Studios
Composer: Peter van der Fluit
Sound Design: Craig Matuschka
Chief Marketing Officer: Malcolm Phillipps
Trent Harnett: Head of Marketing Communications
Charlotte Johnson: Senior Campaign Manager