2degrees Good Tings
At a time of heightened concern about child emotional and social wellbeing online, 2degrees developed the world’s first first-phone safety program designed to make establishing healthy phone habits genuinely appealing to its young audience, all while bridging the communication gap between children and their guardians.
See the idea in action
The unboxing included the program booklet, collectible “sticker bomb” stickers designed by Ad School with young people that also serve as visible reminders of the behaviours learned, parent support resources, and a child-guardian contract to sign together. The unboxing served not only as an experience to go through and learn the lesson, but the box itself was designed to actually hold any type of box, so new phones, or a lot of kids get hand-me-downs.
Ringing in the message
To engage teenage audiences specifically, 2degrees enlisted UK Grime artist Scrufizzer (Amary Lorenzo), who wrote and performed the titular Good Tings track. The track helps transform the ‘ting’ motif into a phonetic symbol evocative of a phone notification, drawing an association between good and bad phone behaviour, or ‘tings’.
2degrees Real Mode
To help New Zealanders find a balance between the digital world and the real world, 2degrees turned all their messaging platforms on its head; instead of reminding people to tune in into the virtual world, they encouraged them to tune out and enjoy the real world. A state we dubbed, ‘Real Mode’.
See the idea in action
In conjunction with the TV ad campaign, 2degrees created an app to help customers remember to log off and track how many minutes they had spent away from their screens in ‘Real Mode’. This idea was also carried forward on the 2degrees website, with illustrated examples of fun, offline activities people could do together in ‘Real Mode’ when not staring into their phones.
Real Mode gave 2degrees a 46% uptick in brand awareness. But the even bigger number for the brand was seeing Kiwis spending the equivalent of seven years worth of minutes in ‘Real Mode’.
2degrees Baby Bonus
When two of New Zealand’s fairest telecommunication companies (Vocus and 2degrees) joined forces to create the next generation of telecommunication excellence, the brand marked the occasion by givning every Kiwi baby born on the day of the merger a share of two-hundred and twenty-thousand dollars in bonuses to help pay for things when they grow up. These payments were aptly called ‘Baby Bonuses’.
See the idea in action
The video directed Kiwis to the 2degrees website where they could fill in a form for a chance to win their share of the Baby Bonus.
142 families received their baby bonus of $1,552.44 last week as part of our campaign to celebrate the launch of 2degrees and Vocus joining forces in the fight for fair on 1st June 2022
Cadbury Silk Valentine Campaign
Chocolate has a long-standing gifting tradition on Valentine’s Day. Cadbury was looking to capitalise on this sentiment in a unique and memorable way. The resulting idea led to India’s first Augmented Reality campaign which went on to break a 3-year sales record.
