2DEGREES
KIWI HERO
Brief
Help launch a new mobile phone plan with a difference: for those in the essential services such as fire, ambulance, police and teachers.
Approach
We knew that 2degrees wasn’t alone in wanting to say thank you to these everyday heroes with a discounted plan, so we wanted to invite other New Zealanders to join in and show their appreciation.
We created a Kiwi Heroes Thank You wall (Auckland & Christchurch), where the public could share personal messages for their everyday heroes. We also invited local mayors and MPs to share their thoughts.
Impact
- Sign-ups to Kiwi Hero plans doubled in the week following the Auckland event.
- Engagement from local government stakeholders and MPs
- Coverage around the Kiwi Hero offer secured with trade media in print and online, supplemented by activation coverage in regional media
- Internal communications mentions within organisations, including: Post-Primary Teachers Union, NZ Army and St John Ambulance
