Auckland - In its latest campaign for Telecom NZ, Saatchi & Saatchi NZ sets out to awaken the NZ mobile market from what it describes as a ‘prepaid daze’.
The content from the campaign follows the fun antics of the comically large-handed Andy Palmer – a man on a mission to deliver a unique wakeup call using his giant hands.
Over the past 10 days unbranded social content from Andy’s own blog has been seeded and shared through targeted audiences. On Sunday night the Telecom TVCs revealed his purpose: to snap apathetic prepaid consumers out of their ways and get them to wake up to Telecom’s great value props – not least of which is the impressive $60 free credit hero offer that has launched with the campaign.
Telecom’s GM of Brand, Communications and Digital, Kellie Nathan, explained the rationale behind the new campaign:
“We’ve found that even though we’ve been consistently offering some of the best prepaid deals in the market for the past 12 months, prepaid customers just can’t seem to be bothered switching. They’re stuck in their ways, with providers they’ve been with for five years or more; and they just don’t realise how average the deals they’re getting are anymore.
"Hopefully with this new ‘Snap out of it’ campaign we can break down some of the misconceptions about how difficult or inconvenient it is to switch mobile providers and in doing so encourage people to compare our value with the other guys objectively.”
Speaking about the campaign, Saatchi & Saatchi’s ECD Antonio Navas said it was “a simple idea, handled with a lightness of touch from Alex Sutherland at Thick as Thieves. Pun and praise intended.”
Over the coming weeks extensive outdoor and digital executions will build on the momentum of the TV and social content.
Client: Telecom New Zealand
CMO: Jason Paris
GM Brand, Comms & Digital: Kellie Nathan
Comms Team: Arnna Conroy, Jessica Moloney, Niko Walters.
Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Antonio Navas
Creative Directors: Brad Collet & Slade Gill
Account Team: Ben Fielding, Brendon McLean, Rachael Williams
Planner: Janisa Parag
Agency Producer: Megan Poppelwell
Production Company: Thick as Thieves
Director: Alex Sutherland
Executive Producer: Nik Beachman
Producer: Claire Kelly
Cinematographer: Marty Williams
Post Facility: Blockhead
Editor: Julian Curran
Grade: Pete Ritchie
Online: Nigel Mortimer & Puck Murphy
Music Composition: Peter van der Fluit – Liquid Studios
Audio Post: Craig Matuschka – Liquid Studios
Producers: Tamara O’Neill and Sarah Yetton