FCB and Vodafone have made what may well turn out to be an inspired choice to replace another inspirational choice – James Rolleston – as the new face of the telco. Everyone loves piglets, and there are few piglets more loveable than Piggy-Sue. Now let’s see how she lasts the distance.
The TV side of the campaign went to air last night.
Shot in Central Otago, the story centres around a lost pig and a postman called Keith who finds her. While using the Vodafone network to find her owner, Keith and Piggy-Sue form an unexpected friendship.
The TVC is one part of a multi-channel campaign demonstrating Vodafone’s network strength, which spans the country and is now part of the lives of Kiwis everywhere. Vodafone claims its network reaches 97.5% of where Kiwis live, work and play and delivers super-fast 4G to over 80% of the country.
This campaign also reaches out to rural New Zealand, where the Vodafone network brings fast and reliable coverage to more than 239,000 homes.
“Piggy-Sue taps into a connection with our land,” says Vodafone NZ head of brand & insights Bart De Beucker. “It’s what New Zealanders hold dear, whether they live in the city or rurally. “We’re connecting more New Zealanders than ever before. Our network stretches across more parts of the country than Kiwis might realise.
“We’re committed to investing in and continually growing our network, offering the fastest mobile download speeds in New Zealand and the largest 4G network.”
He says feedback from focus groups on this campaign has been overwhelmingly positive, with comments including how well it delivers a “sense of New Zealand-ness”, a “human connection” and described as “warm and engaging, with a feel good factor”.
The integrated campaign is a major one for Vodafone in 2015 and will span TV, in-stream AV, digital display, search, OOH, PR, social media, digital activation and will be supported in-store.
CREDITS
Client: Vodafone
Product: Network
Consumer Director: Matt Williams
Head of Brand and Insights: Bart De Beucker
Manager Brand and Communications: Nileema Allerston
Network Programme and Communications Specialist: Rose Scott
Agency: FCB New Zealand
Regional Executive Creative Director: James Mok
Executive Creative Director: Regan Grafton
Senior Writer: Matt Williams
Senior Art Director: Freddie Coltart
Head of Integration: Fleur Head
Creative Services Director: Jenni Doubleday
Planning Director: Simon Bird
Senior Planner: Hilary Dobson
Head of Content: Pip Mayne
Producer: Amanda Langkilde
Group Account Director: Karla Fisher
Account Director: Dave Munn
General Manager of PR: Angela Spain
PR Senior Account Director: Joanna James
Production: Revolver
Director: Steve Rogers
MD/EP: Michael Ritchie
EP/Producer: Pip Smart
Editor: Bernard Garry
Director of Photography: Nicolas Karakatsanis
Sound Recordist: Hammond Peak
Production Designer: Margot Wilson
Animal trainer: Hero Animals, Caroline Girdlestone
Post Production: Blockhead
Colourist: Ben Eagleton
Online Editor: Nigel Mortimer
Sound: The Coopers
Sound Engineer: Jon Cooper
Sound Producer: Pen Cooper
Music: Liquid Studios
Composer: Peter van der Fluit
Music Producer: Sarah Yetton
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