Spot the network difference: 2degrees’ challenge to Kiwis

2degrees’ new campaign, the Blind Network test, encourages Kiwis to see for themselves just how good the telco is, says General Manager Dave Pearce.

While all three of New Zealand’s telcos claim similar coverage, there seems to be a lagging perception that 2degrees’ network is not as strong as its counterparts.

To combat this, the campaign, created by TBWA\NZ, asks people to put on a blindfold, make two calls at once and then challenges them to spot the difference between the networks used.

“We’re proud of how our mobile network stacks up to the other networks. Blind Network Tests encourage Kiwis to see for themselves how good our network is,” says Pearce.

Inspired by blind taste tests, the Blind Network Tests poses a ludicrous challenge – not just because participants are blindfolded but because all their calls work the same.

During a Blind Network Test, CCO TBWA\NZ Shane Bradnick wrote in a text: “How do you get Kiwis to see there is no real difference between the major networks? You blind fold them, get them to make a call, and ask if they could see the difference – they couldn’t. So it’s easy to see why millions of New Zealanders rely on the fairest one.”

The campaign launched nationally with two spots shot by Ric Cantor of Scoundrel, OOH and targeted the regional press and will be followed by a range of activations later in the year.