2degrees Launch

Category: Consumer Services; New Product or Service Introduction
Agency: TBWA/Tequila
Client: 2degrees Mobile Ltd

SUMMARY

In June 2009, no one had heard of a little company called 2degrees.

Six months later, 2degrees had become the world’s most successful third entrant to launch into an established telco market. During that time, this small New Zealand start-up shook up a powerful duopoly, challenged the status quo, and convinced Kiwis that it shouldn’t be hard to keep in touch.

BUSINESS CHALLENGE

Entering this market was going to be a big ask, given the fiercely protective and aggressive duopoly, the apathetic and locked in potential customer base, and a marketing budget that was a fraction of the main competitors’. The challenge for a new start-up with no awareness or credibility was enormous.

CAMPAIGN OBJECTIVES