Category: Consumer Services; New Product or Service IntroductionAgency: TBWA/TequilaClient: 2degrees Mobile Ltd
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.
Entering this market was going to be a big ask, given the fiercely protective and aggressive duopoly,...