2degrees Launch

This case study describes the launch campaign of mobile brand 2degrees, which challenged an established duopoloy in the New Zealand telcoms market.

2degrees Launch

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,...

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