The telecommunications market in New Zealand is fiercely competitive. Saatchi & Saatchi were faced with the task of dramatically raising the awareness and customer base of Telecom’s new youth brand “Boost Mobile” in the face of intense activity aimed at the youth market from Vodafone.
Boost Mobile Brand Campaign
Agency: Saatchi
& Saatchi
Advertiser: Boost Mobile
Awards: Consumer Durables (Silver)
Marketing Challenge
The telecommunications
market is one of the most fiercely competitive advertising categories in
New Zealand
, with Vodafone and Telecom mobile each spending $25.9 million (ratecard)
and $12.2 million (ratecard) respectively in 2002. The total Boost Mobile
spend for 2002 was $1.1 million (ratecard).
Telecom is part of the
New Zealandestablishment....