Vodafone NZ introduces Piggy-Sue to Kiwis in latest brand campaign via FCB New Zealand
Piggy-Sue – an unexpected but endearing piglet – features as the new star in Vodafone’s latest brand campaign via FCB New Zealand, to be unveiled this Sunday night.
Vodafone’s new campaign demonstrates the strength and breadth of its network with a quintessential Kiwi twist.
Shot in Central Otago, the story centres around a lost pig and a postman called Keith who finds her. While using the Vodafone network to find her owner, Keith and Piggy-Sue form a unique and unexpected friendship.
The TVC is one part of a multi-channel campaign demonstrating Vodafone’s network strength, which spans the country and is now part of the lives of Kiwis everywhere. Vodafone’s network reaches 97.5 per cent of where Kiwis live, work and play and delivers super-fast 4G to over 80 per cent of the country.
The campaign also reaches out to rural New Zealand, where the Vodafone network brings fast and reliable coverage to more than 239,000 homes.
Says Bart De Beucker, head of brand and insights, Vodafone New Zealand: “Piggy-Sue taps into a connection with our land. It’s what New Zealanders hold dear, whether they live in the city or rurally.
“We’re connecting more New Zealanders than ever before. Our network stretches across more parts of the country than Kiwis might realise.
“We’re committed to investing in and continually growing our network, offering the fastest mobile download speeds in New Zealand and the largest 4G network.”
Feedback from focus groups on this campaign has been overwhelmingly positive, with comments including how well it delivers a “sense of New Zealand-ness”, a “human connection” and described as “warm and engaging, with a feel good factor”.
The integrated campaign is significant for Vodafone in 2015 and will span TV, in-stream AV, digital display, search, OOH, PR, social media, digital activation and will be supported in-store.
Client: VODAFONE
Product: NETWORK
Consumer Director: Matt Williams
Head of Brand and Insights: Bart De Beucker
Manager Brand and Communications: Nileema Allerston
Network Programme and Communications Specialist: Rose Scott
Agency: FCB New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Director: Regan Grafton
Senior Writer: Matt Williams
Senior Art Director: Freddie Coltart
Head of Integration: Fleur Head
Creative Services Director: Jenni Doubleday
Planning Director: Simon Bird
Senior Planner: Hilary Dobson
Head of Content: Pip Mayne
Producer: Amanda Langkilde
Group Account Director: Karla Fisher
Account Director: Dave Munn
General Manager of PR: Angela Spain
PR Senior Account Director: Joanna James
Production: Revolver
Production Company Director: Steve Rogers
Production Company MD/EP: Michael Ritchie
Production Company EP/Producer: Pip Smart
Editor/s: Bernard Garry
Director of Photography: Nicolas Karakatsanis
Sound Recordist: Hammond Peak
Production Designer: Margot Wilson
Animal trainer: Hero Animals, Caroline Girdlestone
Post Production: Blockhead
Colourist: Ben Eagleton
Online Editor: Nigel Mortimer
Sound: The Coopers
Sound Engineer: Jon Cooper
Sound Producer: Pen Cooper
Music: Liquid Studios
Composer: Peter van der Fluit
Music Producer: Sarah Yetton
10 Comments
No wonder Vodafone are getting out of the NZ market…
Bit av guys.
Like a mash-up of 90s Telecom and NZ Post without the emotion but with plenty of service wedged in the front.
At least the 90s telecom work had emotion. Bugger
Wife thought it was a courier ad
Feels like they were gunning for a heart string tug but made a courier ad for a bacon company.
thought it was pretty good actually.
who sends piglets in the mail anyway?
where is the bridge on the piggy sue add
yes where is the bridge?