Data is the new rich in Telecom’s latest ‘Giganaire’ campaign via Saatchi & Saatchi, New Zealand

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Giganaire 1 LR.jpgFollowing Telecom New Zealand’s announcement that it will be offering customers Unlimited Broadband Data plans, Saatchi & Saatchi has launched a new creative campaign ‘Giganaire’.

 

Created from the insight that data is now the new ‘rich’ for many New Zealanders, the campaign, which first aired on Sunday night as a 2.30 roadblock TVC, is a playful look at the ways in which our data needs have evolved.

Giganaire 2 LR.jpgThe term ‘Giganaire’ was coined by Saatchi & Saatchi creative director Slade Gill. It is defined as someone who is rolling in data or gigabytes. Somebody who lives the digital high life through a never-ending flow of connections and cultural content.

 

Says Gill: “No matter who you are, or where you live, access to more data leaves you feeling super flush. It’s the best kind of freedom. So we thought we’d play off that insight, using a genre that is synonymous with flaunting your wealth and living it up.

 

“With content-rich applications like Spotify, OnDemand and Skype now becoming life essentials, access to data has become a modern day form of ‘keeping up with the Joneses’.”

 

Giganaire 4 LR.jpgSays Jason Paris, COO of Telecom Retail: “We’re seeing demand for fixed broadband data increase at around 80-90% year-on-year, as New Zealanders fundamentally change how they live to do more and more online. Many of our customers are now doing everything online, from watching TV shows to playing games with friends to shopping to talking to Gran. This means for the average Kiwi data is an increasingly valued commodity – the new “rich” you could say.” 

The rap is the creative collaboration between Manu Walters and Eden Jouavel of the Super Villains and Slade Gill and Brad Collett of Saatchi & Saatchi.

The campaign will run as a 60″ and 30″ TVC as well as pre-rolls, radio, OOH and digital. 

Telecom New Zealand

COO of Telecom Retail: Jason Paris

Communications Manager: Daimler Teves

Communications Executive: Nikora Walters

 

Saatchi & Saatchi

Executive Creative Director: Antonio Navas

Creative Director: Slade Gill

Creative Group Head: Brad Collett

TV Producer: Anna Kennedy

Business Director: Ben Fielding

Account Director: Anastasia Potter

Planner: Janisa Parag

Studio Manager: Tias Somers

Senior Designer: Rob Flynn

 

Production Company: Curious

Director: Robin Walters

Producer: Dan Higgins

DOP: Chris Mauger

Editor: Luke Haigh

Grade: Pete Ritchie

Online: Mike Robinson

Music: Manu Walters & Eden Jouavel

Mastering: Peter Van Der Fluit, Manu Walters, Eden Jouavel

Sound Studio: Liquid Studios

Sound Design: Craig Matuschka

Casting: Catch Casting