Data is the new rich in Telecom’s latest ‘Giganaire’ campaign via Saatchi & Saatchi, New Zealand
Following 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.
The 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’.”
Says 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
10 Comments
*Cringe*
well the youtube comments pretty much sum up how embarrassing this ad is
Lovely thought and film.
Didn’t deserve the over-explanatory PR story.
Just is
Love it
Word
ARE ALL FUCKTARDS.
This is the BOMB – fo Shizzle
Quite well shot, but totally unoriginal. Give me 5 cent from Virgin, Tea Partay or any of the dozens of hip-hop styled commercials that have come before it any day.
Don’t believe the hype! Nice work g’s.
Yea…”dont believe the hype”…what that the general audience on Youtube all think it’s crap? So the people Telecom are trying to talk to don’t matter…yea, ok, makes sense…NOT.
This is, without doubt, the best add on TV, it’s fun, it’s clever and it gets the point across. Instead of turning off the ads as I always do, I turn this one up loud and enjoy it immenslely.