2degrees: Unfairuary

Matt Kingston

2degrees, a telecommunications provider, launched a campaign in New Zealand to exceed tracking norms for awareness, comprehension and action, increase non-customer brand awareness and consideration, achieve higher tracking scores and increase market share of total prepay connections.

Campaign details

Brand: 2degrees MobileBrand owner: Trilogy International PartnersEntrant company: TBWA\NZ - New ZealandIdea creation: TBWA/New Zealand AucklandMarket: Australia & New ZealandSector: Telecoms & utilitiesMedia channels: Online video, Online display, Social media, Outdoor, Out-of-home, Search marketingBudget: Up to 500k

Executive summary

A year has 12 months.

It’s been this way since 45BC when Julius Caesar demanded the calendar and solar years align.

Why the history lesson?

Well sometime between 45BC and 2022AD, a couple of big New Zealand telcos decided to add a 13th month....

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