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.

VIEW THE LAUNCH SPOT

VIEW THE SECOND SPOT

“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

Client: Scott Hoogerbrug – Head of Marketing, Flip