Rhys Darby stars in integrated 2degrees 'Summer Smart' campaign via Whybin\TBWA, Auckland

Screen shot 2012-11-20 at 11.01.24 AM.jpgWhybin\TBWA, 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. A Kiwi Christmas signals the arrival of summertime and TBWA\'s 'Summer Smart' campaign positions 2degrees as the champion of everyone's favourite season.

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.

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In what is one of the most integrated 2degrees campaign to date, 'Summer Smart' extends across multiple channels including press, radio, in-store, retail, point of sale, online and experiential.

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.

Says David Walden, Whybin\TBWA CEO: "By avoiding the standard red, tinsel, predictable approach adopted by retailers at Christmas we have given 2degrees a strong presence that sits very well with their challenger, 'do things differently' ethos. The campaign still recognises what makes this time of the year special and will help 2degrees capitalise on this key sales period."

Says Malcolm Phillipps, 2degrees Chief Marketing Officer: "It's early days for the campaign but the response from the public so far has been fantastic.

"The idea works across all 2degrees touch-points and gives customers a truly integrated campaign that taps into the excitement of summer, without losing the festive feel of Christmas. The campaign gives 2degrees a very clear point of difference from the 'me too' approach exhibited by many other brands at this time of year," he adds.

Agency - Whybin\TBWA, Auckland
CEO - David Walden
ECD - Andy Blood
Creative Director - Craig Farndale
Senior Copywriter - Glenn Wood
Digital Creative Director - Ross Howard
Digital Creative - Jake Fitter
Senior Account Director - Nick Bulmer
Senior Account Manager - Sarah Cowan
Account Manager - Simon Mills
TV Producer - Jessica Hogan
Digital Producer - Henson Tan

Client - 2degrees
Chief Marketing Officer - Malcolm Phillipps
Trent Harnett - Head of Marketing Communications
Charlotte Johnson - Senior Campaign Manager

6 Comments

tim P said:

utterly terrible.

I'm sure the turtle and the kid from BOY are trembling in their boots.

J said:

2degrees & Whybins must surely be the only people to still think that Rhys Darby is funny (meaning "funny haha", not "does this milk smell funny?")

ulp said:

Poor old Rhys needs to get in shape for summer methinks. Mealsothinks that this was a particularly disappointing advertisement.

Marvin said:

*whistles inwards through teeth* integrated, eh.

Matt w said:

I still find Rhys funny. I liked it.

um said:

Yeah, it's still funny. I mean, it's retail right? More thought out and engaging than "the actor from Boy on a couch with generic intro".

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