Find the piñatas.
Collect the datas.
2DEGREES — DATA PIÑATA ARMADA
In New Zealand, summer’s known as the silly season. So when telco, 2degrees wanted to give away a silly amount of mobile data, we wanted to do it in a suitably silly way. Naturally, we created 22 AR piñatas and hid them in the hottest summer spots for people to find, whack and collect their free data every day. Collect all of ‘em and you’d get an entire month of free data. The result was over 10 million plays, numerous Reddit pages dedicated to the hunt and, with over 20,000 new customers, New Zealand’s most successful telco ad campaign of all time.
The Launch AV
The Piñatas
The After Party
The campaign was so popular, we brought the campaign back the year after by released 22 new, party-themed piñatas.
🎨 AD Mark Cameron
🧠 CD Shane Bradnick
💻 3D Blair Walker, Arkadi Kravtchouk
🥉AXIS Awards; use of technology, digital brand experience
🎖️Bestadsontv.com; best global interactive campaign of the week