Saatchi & Saatchi have partnered with Chorus to launch a light hearted campaign that promotes fibre broadband.
Featuring Carl, who is constantly dealing with ‘badnet’ internet problems, the campaign aims to let people experiencing a bad connection know that fibre broadband is just a call away.
“As we complete the rollout of the fibre network and demand for fibre grows, we are swiftly moving through the adoption curve. Uptake of fibre is now at just under 60 percent and that means were now talking to the last adopters,” says Chorus head of marketing, Karren Harker.
“They are a notoriously hard audience to engage with on technology, feeling more comfortable in the adoption only when a product has gone mainstream. Our latest campaign is focussed on tapping into this mindset by positioning fibre as the new normal and demonstrating the everyday benefits to build desire for those last adopters to convert.”
The campaign was led by Kristal Knight and Corey Chalmers, who hope the campaign will gently let Kiwis know that fast and reliable internet is the new normal now.
“New Zealand has one of the best fibre networks in the world and by 2022 it will be available to 87 percent of the population. But many New Zealanders still don’t realise that fibre is the best way to enjoy the internet as it’s meant to be,” says Knight.
Chalmers adds, “Often people aren’t aware that their poor experience isn’t normal and that they don’t have to put up with it. We hope this will serve as a reminder that there is a solution out there that will put an end to Kiwis ‘badnet’ experiences.”
Creative Agency: Saatchi & Saatchi NZ
Media Agency: FCB
Production company: Sweetshop
Director: Damien Shatford
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
DOP: Nigel Bluck
Production Designer: Guy Treadgold
Post / VFX: Blockhead – Stefan Coory
Audio: Liquid Studios – Craig Matuschka
Music: licensed Recording Debussy – Clare de Lune