According to a recent Commerce Commission report into the telco industry, the number of broadband connections in New Zealand has more than doubled in the past five years and Telecom has around half of the total residential ISP market. But it’s aiming to increase that, sweeten the deal its for existing customers and get more people streaming by doubling the amount of data for all Total Home broadband packages for no extra charge. And, as the new ‘Why Not?’ campaign from Saatchi & Saatchi shows, that means you can download and share to your heart’s content.
The two ads, which were shot by Prodigy’s Matt Palmer and feature what could be the fastest line-spitting seen since Busta Rhymes was cool, are some of the first from Saatchi & Saatchi’s new creative directors Guy Roberts and Corey Chalmers, whose departure from Droga5 was announced in late February.
And, to show that “you can watch more of what you love online, at no extra cost”, it’s also created an online time waster called the double data wheel, which offers punters a collection of YouTube videos.
Telecom’s been fairly quiet on the advertising front since You Know What and has largely been focusing on the mobile market, the promotion of its new plans and handsets and, more recently, the soon to arrive 4G network. But it’s got some work to do on that front: the same ComCom report showed Telecom went from 42 share percent of the mobile market last year to 38 percent, while 2degrees claimed 14 percent share, up from eight percent the year before, and Vodafone stayed put on 48 percent.
It’s certainly not taking it lying down, however, as it launched an aggressive comparative campaign taking aim at the speed of Vodafone’s network last year.
Agency: Saatchi & Saatchi
Production Company: Prodigy Films
Director: Matt Palmer
Production Co Producer: Caz Hearn
Agency producer: Anna Kennedy
Creative Directors: Guy Roberts/Corey Chalmers
Creative Group Heads: Slade Gill/Brad Collett
Group Account Director: Cath Bosson
Acc Director: Brendon McLean
Acc Executive: Liz Jones
Planner: Ben Fielding
Digital creative: Slade Gill, Brad Collett, Dave Hunter, Mac Macgaskill
Head of Digital: Haydn Thomsen
Digital producers: Charlotte Whiter/Nick Pengelly