AUCKLAND, NEW ZEALAND – 2degrees is back with a new campaign under its long-standing Fighting for Fair platform, reminding Kiwis that great value and savings can be just a switch to 2degrees away.
Developed with TBWA\New Zealand, the fully integrated campaign introduces an unlikely new protagonist: a determined blue chameleon on a mission to prove that “turning blue” could be the smartest move you make all year.
At a time when many New Zealanders are feeling the pinch of rising costs of living, the idea is simple – switching to the blue telco could save you money.
Leading the campaign is a 60-second hero film, directed by Revolver’s Matt Devine and brought to life with ALT VFX. The film follows a Chameleon as she turns blue, escapes her terrarium and embarks on a high-stakes journey across a living room to deliver a bold message to her frustrated owner: switch.
Along the way she scales computer monitors, dodges a rogue robo-vac, stares down suspiciously coloured household objects, and ultimately makes her point with laser precision – in true chameleon fashion.
The campaign rolls out nationally across TV, BVOD, OOH, social, digital, buses and ride share placements, with larger-than-life 3D executions seeing the chameleon eye-balling commuters and nudging passersby toward the blue switch.
Shane Bradnick, Chief Creative Officer at TBWA\New Zealand, says the campaign builds on 2degrees’ history of distinctive, challenger-led work. “The idea here is beautifully simple: switching to blue could save you money. But rather than lecture people about price, we wanted to dramatise it in a way that’s playful, confident and unmistakably 2degrees. The chameleon became the perfect metaphor. Turning blue is usually a sign of frustration – we’ve flipped it into something empowering.”
Dave Pearce, GM of Marketing at 2degrees, says the campaign continues the telco’s legacy of bold, value-driven storytelling. “2degrees was built on challenging the status quo and fighting for better deals for Kiwis. Today we still offer many ways to help Kiwis save – from competitive pricing and offers, to a range of features helping you get maximum value from your plans. As household costs rise, value matters more than ever – but despite the value pinch, sometimes it can be hard to take the first step to finding better value. We want to make it easy for people to check out the different ways they can save with 2degrees.”
“This campaign uses humour and a tone that’s distinctly 2degrees to remind people that discovering better value mobile and broadband doesn’t have to be complicated,” Dave added.
With its new ambassador leading the charge, 2degrees is aiming to turn the nation blue – one switch at a time.
CAMPAIGN CREDITS
Creative Agency: TBWA\New Zealand
Chief Creative Officer: Shane Bradnick
Creative Partners: Ashley Wilding and Daniel Davison
Design Director: Gabrielle Teasdell
Chief Executive Officer: Catherine Harris
General Manager: Simon Mills
Senior Business Director: Monique Seil
Group Strategy Director: Mark Lloyd
Head of Production: Jodi Hari
Senior Producer: Mark Paisey
Production House: Revolver
Director: Matt Devine
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Senior Producer: Serena Paull
DOP: Marty Williams
Production Designer: Bruce Everard
Costume: Kylee Strathdee
Post-Production: Alt.VFX
GM Marketing: Dave Pearce
Senior Marketing Manager: Haley Featonby
Associate Brand Manager: Sylvia Pitto
