Counting down to the end of a turbulent year, it may be unsurprising to hear that a quarter of Kiwis are referring to 2020 as ‘awful’. However, a new campaign by 2degrees, hopes to right the year’s wrongs and help Kiwis end 2020 happy.
The nationwide 2degrees Study, which looks back at the year that was, surveyed more than 2,000 New Zealanders and found that the majority (70 percent) had at least one ‘big moment’ cancelled this year, while 14 percent missed more than three.
In response to this research, and as part of their Fighting For Fair brand platform, TBWA\NZ and 2degrees have vowed to right some wrongs so Kiwis can end 2020 happy.
The telco’s campaign, aptly titled ‘End 2020 Happy’ launches with a TVC that parodies Bonnie Tyler’s, Holding Out for a Hero. The parody includes plenty of 2020 references, from baking sourdough, to homeschooling and video calls.
The campaign is encouraging Kiwis to submit their stories of how 2020 has wronged them – from the superficial to the serious. Over the coming weeks, submissions will be chosen by the ‘happy committee’ at 2degrees who plan to flip the year on its head for New Zealanders across the country and help End 2020 Happy. The campaign will run for only eight weeks across TV, digital, out of home, in-store and social and caps off what has been a positive year for 2degrees and TBWA\NZ, which included a Gold Effie in Consumer Services.
“It’s a uniquely 2degrees campaign,” says Shane Bradnick, Chief Creative Officer, TBWA\NZ.
“It’s culturally aware and genuine but still fun. It’s another generous gesture from 2degrees in their never-ending fight for fair for all Kiwis.”
The best stories submitted as part of the campaign will be amplified across social and PR channels with surprise and delight moments for those that submitted them, that aim to turn their 2020 around.
“We are really proud of the work that we’ve delivered for 2degrees this year, and it’s been a load of fun to make with a great partner. This is a final thank you from 2degrees to all Kiwis and it’s great to be part of a campaign designed to bring some happiness to the end of 2020,” adds Bradnick.
Ben Wheeler, Chief Brand and Insights Officer for 2degrees believes the work fits nicely with the telco’s cheeky, challenger mentality.
“2020 has been a year of challenges, and a lot of it has felt unfair. But we have the chance to turn it around, leaving people with a good feeling, and ending the year on a high,” says Wheeler.
“We want to remind Kiwis of the best moments from 2020, such as baking sourdough and banana bread, spending time with family and friends or exploring our country’s backyard, as well as looking at how we can end the year happy for those who 2020 wronged so badly.”