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Newcomer telco 2degrees’ ad campaign on number portability has seen more than 100,000 New Zealanders port their mobile numbers to the network.
At the hands of TBWA, armed with huge billboards and other media, it’s informed consumers they can keep their number while switching service providers.
There’s a good side and a bad side, of course. On the good side, customers don’t have to go to the hassle of having a new phone number. On the bad side, it makes “on-network” pricing offers increasingly untenable – bad news if you’ve bought into that.
2degrees chief marketing officer Larrie Moore praised the work of TBWA.
“Each week we see a steady number of customers bringing their mobile number with them when they join 2degrees.
“Consumers have seen our advertisements which tell them they can keep their whole number with 2degrees – even the 021 or 027 bit. That’s certainly been a contributor to the boom in porting.”
Vodafone has been hardest hit, as it represents around 80 per cent of the numbers ported to 2degrees.
To celebrate the milestone and thumb their nose at Vodafone’s customer loss, 2degrees has taken out a billboard in downtown Auckland. (See below.)
The billboard is directly opposite the multi-windowed Vodafone building in Fanshawe Street, so that workers can get the message directly about 2degrees' success.
Very cheeky placement!
For its part, Vodafone isn’t so concerned. Head of corporate communications Paul Brislen took a tongue-in-cheek approach.
“They’re one of our biggest customers. Delighted to see them doing so well!”
The new 2degrees billboard greets Vodafone workers at their Auckland HQ each day.
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TBWA thumbs 2degrees' nose at Vodafone
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