For free broadband move to Hungary or move to Flip: that’s the deal offered to Kiwi consumers in new campaign via Sugar&Partners, Auckland
Sugar&Partners, Auckland has shot a launch campaign for telco new kid Flip, which takes a swipe at the competition with a little help from a Hungarian fisherman, who enjoys high-speed broadband at half the price consumers pay in NZ.
The campaign, which features 30sec and 15sec ads plus digital executions, went to air yesterday.
“We shot in two Eastern Block nations, Hungary and Slovakia, as well as a small Baltic nation, Estonia,” said S&P writer Dan Nelson. “I hadn’t even heard of Estonia before we started thinking about the idea – but it was incredible to realise they pay less for broadband than us!”
Flip head of marketing Scott Hoogerbrug says it wasn’t the most glamorous shoot location but the authenticity of the people and places lent cut-through. The shoot was completed by a team of five in two weeks, filming almost every day across three countries.
Flip worked with digital media specialist Space Station to execute its media approach, using TV and digital channels to drive online signups.
“Having TV isn’t enough,” said Hoogerbrug. “A solid digital strategy is a crucial part of launch. People like to investigate online after seeing an ad, so optimising this channel with timely, relevant messages is vital.
“We’ve also invested time enabling people to sign up without having to call Flip. The path to the website then to creating an account is smooth and easy . That’s our model – cut the complexity, keep broadband free.”
Agency: Sugar&Partners
ECD: Tim Huse
Writer: Dan Nelson
Art Director: Sarah Frizzell
Digital Art Director: Vikki Cheng
Digital producer: Wictoria Markula
Agency TV producer: Liz Rosby
Managing partner: Jeremy Johnston
Account Service team: Sonya Berrigan, Aimee Knox
Production Company: 8com
Director: Andy Morton
Producer: Katie Millington
PR Debbie Yardley (Noodle)
Media: Space Station
Client: Scott Hoogerbrug – Head of Marketing, Flip
3 Comments
Sure it’s not going to blow the judges away, but it’s a charming idea. Bang on too. I often wonder why we get charged so much for phone/internet etc compared to other countries. Plus I’m jealous they went to Hungary.
Nothing like a bit of casual racism
I’m very angry, because Hungarian advertisers helps to discredit Hungary!
This ad shows Hungrary like a backward country.
You have to know thath we discovered vitamin c (Szent-Györgyi Albert), computer (Neumann János), the Rubic cube (Ribik Ernő) and much more…