Neighbours solve Carl’s badnet issues in Chorus’ new Fibre campaign via Saatchi & Saatchi, NZ
Saatchi & Saatchi New Zealand has created a new campaign for Chorus, to highlight that Kiwis don’t have to put up with a sub-par broadband experience. There is a solution out there for them in the form of fibre broadband and all they need to do is ask for it.
The TV campaign heroes Carl who experiences a range of common ‘badnet’ internet issues which are personified throughout the course of his regular daily interactions.
Says Karren Harker, head of marketing for Chorus: “As we complete the rollout of the fibre network and demand for fibre grows, we are swiftly moving through the adoption curve. Uptake of fibre is now at just under 60% and that means were now talking to the last adopters. They are a notoriously hard audience to engage with on technology, feeling more comfortable in the adoption only when a product has gone mainstream. Our latest campaign is focussed on tapping into this mindset by positioning fibre as the new normal and demonstrating the everyday benefits to build desire for those last adopters to convert.”
The campaign was creatively led by Kristal Knight and Corey Chalmers.
Says Knight: “New Zealand has one of the best fibre networks in the world and by 2022 it will be available to 87% of the population. But many New Zealanders still don’t realise that fibre is the best way to enjoy the internet as it’s meant to be. So this campaign was about gently letting them know that gloriously fast and reliable internet is the new normal now.”
Says Chalmers: “Often people aren’t aware that their poor experience isn’t normal and that they don’t have to put up with it. We hope this will serve as a reminder that there is a solution out there that will put an end to Kiwi’s ‘badnet’ experiences.”
The campaign launched on Sunday and will run across TV, online video, OOH, radio, digital and social.
Client: Chorus
Creative Agency: Saatchi & Saatchi NZ
Media Agency: FCB
Production company: Sweetshop
Director: Damien Shatford
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
DOP: Nigel Bluck
Production Designer: Guy Treadgold
Post / VFX: Blockhead – Stefan Coory
Audio: Liquid Studios – Craig Matuschka
Music: licensed Recording Debussy – Clare de Lune
14 Comments
This is great.
Not bad. I wanted to Laugh more than I did.
The idea is nice though.
Love it. Well done all involved.
it’s a bit low energy, isn’t it? i like all the buffer japes but is chorus saying that if you don’t have broadband you must have learning difficulties? not sure that this is the best way to go about business.
I like it. Simple but effective with a bit of humor.
Like a bad client trying to find non-existent holes.
Big yes
These are really cool. Great job.
Not an easy thing to do these days.
this is brilliant, well done to the team involved
Great insight and execution. But, why does every TVC in NZ end with some kind of weird romance? Feels really contrived and cliche especially when it’s about something like an internet connection.
Like it, love the line.
Do hope a certain young man is credited as being part of the idea here.
What is the breed of the dog?
I love the second version if the ad ,well done guys.