The Brief

Since 2009, 2degrees have been on a mission to make everything in life better. And, with most mobile companies using Mother’s Day as an excuse to upsell potential customers with special calling deals, we saw it as an opportunity to do the opposite – developing an idea to help make Mother’s Day better for the mum’s of 2degrees customers. But instead of just talking about ways to improve Mother’s Day, we decided to actually do something that would make a difference to her day.

Creative Execution

The simple menu made 2degrees central to the Mother’s Day experience, without harping on about price promotions. What’s more, 2degrees customers already have the lowest prices in the market, so it was important we did something to reinforce to them they’d made the right choice, and demonstrate our ‘betterness’ brand mission, on and off the phone. While we know that not all of our customers are mothers, this simple original idea allowed us to be at the heart of over 87 000 Mother’s Day conversations.

Describe the creative solution to the brief/objective.

Breakfast in bed is a long held Mother’s Day tradition, and while the sentiment is much loved, the truth is it usually falls short of the mark. So we set out to put a smile on mum’s faces the nation over, by opening a dialogue between mothers and their children to help them avoid a soggy toast and lukewarm tea disaster. We created a simple door hanger printout, with a cheeky checkbox menu that allowed mothers to choose what they’d like for breakfast, and what time they’d like it delivered. We posted it on the 2degrees facebook fan page making it available to over 87,000 customers to print out.

Results

They say a little goes a long way, and with a mere $180 NZD spent on production costs to reach out to our customer fanbase, we were able to put a smile on the faces of up to 87,000 mums all over the country. And the fans loved it: “Awesome, I’m totally going to use this.” Cute, thank you ☺ Great idea guys!