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Category
Consumer - Architecture / Architecture
Annual ID
RE16011M
About the Work
To grow their customer numbers, 2degrees needed to change their image from a jokey challenger brand to an innovative, smart brand with scale. Introducing ‘Play The Bridge’. 2degrees let people use their mobiles to turn Auckland’s Harbour Bridge into their own synchronized light show to a song of their choice. 2 km of L.E.D lights linked to Google Play’s 30 million tracks on your mobile. Choose a track, get it on the playlist. Get to a good viewing point of the bridge and watch the light show with the music streaming live on your phone. Or just watch the bridge dancing to the music live on the 2degrees website. The campaign ran for 6 weeks and was a major public event. The bridge was played, viewed, streamed, tweeted, listened to, and shared over 5.51 million times. And a staggering one third of all New Zealand adults engaged in the campaign.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Special / Auckland
Ikon / Auckland
Digital Agency
Catch / Auckland
Gladeye / Auckland
PR / Marketing Agency
Spark / Auckland
Creative Director
Tony Bradbourne
Rob Jack
Agency Producer
Nigel Sutton
Conrad Blight
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