2degrees leans into AFC fandom with temporary ‘2deVries’ rebrand via TBWA NZ and Eleven PR

Auckland FC’s run to the A-League Grand Final in just their second season captured the attention of the city – and in the lead up to the sold-out decider, it inspired one of the more unexpected examples of sponsor fandom seen during the club’s history-making season. Working with TBWA New Zealand and Eleven PR, 2degrees temporarily rebranded itself to ‘2deVries’ in support of Auckland FC defender Francis de Vries and the club’s history-making finals run.

From Friday 22 May through Grand Finals weekend, the Queen Street and Onehunga 2degrees stores temporarily became “2deVries”, featuring updated storefront signage and AFC-themed displays as the city rallied behind the club ahead of kick-off.

The activation also included a public fan moment at the Queen Street store, where Aucklanders had the chance to win six of the final remaining Grand Final tickets in the city, alongside AFC merchandise and prizes.

Dave Pearce, General Manager of Marketing at 2degrees New Zealand, says the idea came from wanting to reflect the level of excitement and support Auckland FC generated across the city throughout the season: “Auckland completely got behind AFC and as a sponsor we were right there with them too. Once we realised we basically had ‘de Vries’ sitting inside our own name, we thought it was a simple but fun way to demonstrate our support for the team.

“Short of getting a tattoo, temporarily changing our name felt like a pretty good way to show how proud we were of what the club achieved.”

Catherine Harris, Chief Executive Officer at TBWANew Zealand, says the strength of the idea came from reacting quickly to a cultural moment Aucklanders were already emotionally invested in: “This was one of those ideas that immediately felt too good not to do. Auckland FC fandom completely took over the city during the finals run, and the beauty of ‘2deVries’ was that it tapped into that excitement in a really simple and effective way.

“The best part is it didn’t feel like traditional sponsorship behaviour – it felt like genuine fan behaviour.”

While Auckland FC defender Francis de Vries admitted he initially thought the concept was a joke, he says the support around the club in the lead up to the Grand Final was incredible: “I really thought someone was joking at first. The amount of support around the club was unreal and everyone seemed to be finding their own way to get behind the team – 2degrees definitely went all the way with it.

“It was a really cool thing to see ahead of such a massive game for the club.”

Client: 2degrees
Creative: TBWANew Zealand
PR & Activation: Eleven PR
Imagery: Sonna Studios

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