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Despite New Zealand’s three largest telcos all claiming similar coverage, there are lagging perceptions around the 2degrees network not being as strong. To combat this TBWA\NZ devised a campaign to show people there is in fact no real difference between the networks.

Playing off Blind Taste Tests, the campaign features Blind Network Tests in which people are blindfolded and asked to make two calls at once. The campaign challenges Kiwis to spot the differences between networks, which is ludicrous not just because they’re blindfolded but because all their calls work the same.

During a Blind Network Test, Shane Bradnick, CCO TBWA\NZ text this, “How do you get Kiwis to see there is no real difference between the major networks? You blind fold them, get them to make a call, and ask if they could see the difference - they couldn’t. So it’s easy to see why millions of New Zealanders rely on the fairest one.”

Dave Pearce, GM marketing, 2degrees clarified, “We’re proud of how our mobile network stacks up to the other networks.  Blind Network Tests encourage Kiwis to see for themselves how good our network is”

The campaign launched nationally with two spots shot by Ric Cantor of Scoundrel, OOH and targeted the regional press and will be followed by a range of activations later in the year.