Saatchi & Saatchi New Zealand has collaborated again with Chorus, creating a multi-channel campaign as it launches its new brand fibre platform, ‘New Zealand runs on fibre.’ … read moreThree years ago, Chorus introduced Carl, a somewhat hapless character who was suffering from ‘badnet’. Fortunately, an intervention by concerned neighbours saw Carl rescued with the help of Chorus and a fibre connection.In its latest campaign, Saatchi & Saatchi revisit Carl three years later. He has just learnt that almost three million New Zealanders are now using fibre and is curious to know what they’re all doing with it. So, he gets them all on one big video call, and discovers the numerous and diverse ways Kiwis around the country are enjoying the benefits of their fibre connection.
Says Steve Cochran, chief creative officer at Saatchi & Saatchi: “Carl has been hanging out in New Zealand living rooms regularly for nearly three years and he has become a well-loved personality. It’s great to get him back with a new story and introduce a bunch more characters.”
Says Karren Harker, head of marketing at Chorus: “Hitting one million connections with nearly three million users is a great milestone for Chorus and the fibre network in New Zealand. The majority of New Zealanders now enjoy some of the best internet capability in the world. Our new campaign, ‘New Zealand runs on fibre’, reflects just how ubiquitous it is now. It’s a fun way to showcase some of the ways fibre is being used by Kiwis.”
Bobbsey Twins from Homicide with FINCH were the production partners for making the films. The campaign comprises 60, 30, 15 and 6 second spots across multiple channels. Out of home, social, radio and contextual placements extend the platform idea with many other iterations planned for the future.
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