Disrupting the messaging platform for a telco

Telecos have always sold themselves as a way to connect us. Yet with every new app, we seem to be more and more distracted from each other.
It's no wonder so many of us suffer unprecedented levels of anxiety and stress. We never get to switch off. at 2degrees, that hardly seemed fair. So to help Kiwis find a balance between the digital world and the real world, we turned our messaging platform on its head. And instead of reminding people to tune in into the virtual world, we encouraged them to tune out and enjoy the real world. A state of being we liked to call ‘Real Mode’.

The campaign kicked off with a TVC which introduced Kiwis to the idea of ‘Real Mode’.

We then created an app which allowed customers to see how many minutes they had spent away from their screens in ‘Real Mode’

Finally, on the 2degrees website, we created examples of fun, offline activities people could do together in ‘Real Mode’ when not staring into their phones.

RESULTS

Running from January 2022 to April 2022, Real Mode gave 2degrees a 46% uptick in brand awareness.

But the real big number for us was seeing Kiwis spending the equivalent of 7 years worth of minutes in ‘Real Mode’.