2degrees releases the ‘Tower of Power’ in new campaign targeting students via TBWA\Tequila
2degrees tasked agency TBWA\Tequila Auckland to launch a student campaign that not only converted individuals, but also their friends and networks. Atrociously high off-network pricing forces students to follow the herd and pay to stay in touch. So how do you get people to bring their friends with them to a new telco?
The answer was a somewhat complicated friend-get-friend deal. So to introduce this deal to students in a simple and easy to understand campaign the agency created a fake (but real) Pyramid Scheme around an enigmatic CEO and founder who resembles a famous motivational speaker.
Introducing Trent Robbins and The Blue Pyramid Group – a ventriloquist dummy that disrupts the conventional friend-get-friend with an Amwayesque marketing ploy.
From infomercials to cheesy posters and marketing tips, Trent Robbins and the Blue Pyramid Group lets students turn friends into credit and relationships into business opportunities – giving a fun and disruptive take on the standard student bribery that takes place around university orientation campaigns.
5 Comments
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as good a concept as it is, it seemed like 5 seconds of useful information crammed into 3 minutes?
Agree with 3:17.
It’s a fun idea, and I want to like it, but there’s something that doesn’t sit right with me. I think it’s this – if your angle is being open and honest about the pyramid scheme mechanic, why would you wrap it in a dodgy infomercial? I get that it’s deliberate, but I can’t help feeling that the best way of being open and honest is to be open and honest.
Absolutely agree.
“The answer was a somewhat complicated friend-get-friend deal.”
So let’s make it more complex rather than simplify it?
Nice idea. Poor execution.