Slow internet icons are transformed into extinct exhibits in Chorus’ latest campaign via Contagion

Icons of the modern era are becoming extinct. The new campaign by Contagion for Chorus, puts the highly identifable and most annoying icons of slow internet in their rightful place, the museum.

Aimed at educating the 60% of New Zealanders that have access to better broadband but aren’t yet taking advantage of it, the new flexible brand campaign cleverly targets consumers and SMEs once better broadband has became available in their area.

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Contagion has created a digital, radio, press, outdoor and social campaign that can be customised to each region when they need it.

The campaign prompts consumers to discover what better broadband options are available to them by poking fun at everything that’s frustrating about subpar broadband. Set in a variety of museum spaces, the creative dipicts an exhibition of  bad Internet experiences. From unflattering expressions delivered during frozen video conference calls to dinosaurs that appear when your Internet doesn’t connect, the print and outdoor taps into the common frustrations that are a result of slow internet.

Through digital, the idea comes to life in banners that look like they’ve failed and an addictive space invader styled game where people can shoot down all the symbols of bad Internet.

Says Bridget Taylor, executive creative director, Contagion: “Like floppy disks and modem dial up tones, slow Internet is becoming a distant memory for most New Zealanders as the rollout of better broadband puts these frustrations in their rightful place – the past.”

Karren Harker, head of marketing at Chorus notes how Contagion have delivered against a complex brief that demanded true flexibility, regional relevance and media agility.

Says Harker: “The creative solution allows us to communicate with multiple audiences in a relevant and targeted way based on the broadband network available in their area. It appeals to the very real desire for progress and having a better broadband experience now, while prompting New Zealanders to investigate their broadband options.”

Contagion began working with Chorus in 2014, where they played a key role in the delivery of the award winning Gigatown campaign.

Says Dean Taylor, managing director, Contagion: “Chorus is responsible for buiding one of the world’s most ambitious fibre optic networks in the world and it’s exciting to be a part of it. We’re thrilled to see all of our brand planning coming to life in this integrated campaign.”

Client: Chorus

Producer: Jason Jones