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2degrees \New Zealandia
THE BRIEF
There was a perception by many Kiwis that the 2degrees signal is not a national one and many believed the signal was inferior to 2degrees competitors.
Prior to Christmas, 2degrees tasked TEQUILA\ with cutting through the mass of retail noise to increase the awareness of the extent of the 2degrees coverage (97% of the places Kiwis live and work) in a fun and unique way.
THE SOLUTION
Rather than just telling people where the 2degrees coverage extends to, we needed to show them - and digital was the most logical way to reach the target market on a limited budget.
TEQUILA\ knew that 2degrees advocates were the key to demonstrating coverage to the wider market place, so we launched a microsite newzealandia.2degreesmobile.co.nz that featured a map of New Zealand, and asked the 2degrees community to get involved.
Instead of just highlighting in blue the areas of coverage across the country, we asked 2degrees customers to send in photos of themselves at locations where you can enjoy 2degrees coverage.
THE RESULTS
The engaging user-generated site used only social media content and community management tactics to drive awareness. After only one month, we delivered over 5,500 unique visitors to the microsite - a figure which represents over 12% of the entire 2degrees Facebook fan base. A fantastic response rate given the ability to often be lost in the everyday ‘noise’ of the platform (especially at Christmas).