Hook Up
Agency: Saatchi & Saatchi Advertiser: Boost Mobile, Telecom New Zealand Awards: Consumer Services and Integrated (Gold)
Marketing Challenge
Parent company, Telecom had tried several times to launch a youth brand. All of which have been unsustainable and unsuccessful. It was also endeavouring to extend its Telecom Mobile brand towards younger consumers with new text initiatives. Yet it still found the younger end of the youth market seemingly impenetrable. Despite having a price proposition that was clearly better than Vodafone on a rational...