2degrees

1. Ben Wheeler - General Manager Marketing

TBWA\ New Zealand *Lead Agency

1. Shane Bradnick - Chief Creative Officer 2. Guy Roberts - Executive Creative Officer 3. Julian Andrews - Creative Director 4. Hugh Brothers - Creative 5. Poh Leongkoh - Creative 6. Catherine Harris - Chief Executive Officer 7. Simon Mills - Group Account Director 8. Matt Kingston - Head of Strategy 9. Josh Tayor-Dadds - Strategy Director

2degrees is the number-three challenger brand in the New Zealand telco market. With a brand idea of ‘Fighting For Fair’, our communication was focused on identifying unfair behaviour from our two big competitors, and using it to promote our great value. Our brief was to address 2degrees decline in prepay customers, we identified something scandalous in the fine-print of our competitors’ contract. They charged their customers 13 times a year not 12! As the fairness crusader, 2degrees pointed this injustice out, earning the country’s attention and significantly growing market share.