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2Degrees: Summer Smart

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WhybinTBWA, Auckland was tasked with creating a campaign for 2degrees that would stand out of the crowd during one of the busiest sales periods of the year. So instead of the usual, predictable Christmas retail fodder, TBWA has created a truly integrated campaign to suit this irreverent, challenger brand and drive uptake of their Smartphone and Prepay plan deals. The 'Summer Smart' campaign extends across multiple channels including press, radio, in-store, retail, point of sale, online and experiential.

Rhys Darby stars in the 30 second TVC set in an idyllic Kiwi campsite with a caravan decorated in the festive spirit. In the spot Rhys proceeds to dish out tongue-in-cheek tips to help Kiwis get the best out of summer, like wearing shorts that change length in the sun. He then dispenses the smartest advice for the summer - join 2degrees today for a great value Smartphone and plan.

The actual caravan featured in the TVC will be making appearances in shopping malls across the country, providing Christmas shoppers with 2degrees-branded cola, 'Summer Smart' ice blocks and promotions to drive customers in-store.
Credits Other credits

Digital Producer: Henson Tan

Client - 2degrees

Chief Marketing Officer - Malcolm Phillipps

Trent Harnett - Head of Marketing Communications

Charlotte Johnson - Senior Campaign Manager

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