2degrees, in partnership with TBWA\NZ, has launched Ring Ring, a campaign designed to help Kiwis stop scrolling and start calling the people who matter most.
Ring Ring is a limited-edition thumb ring engraved with the phone number of someone you care about, designed to intercept the scroll and redirect it.
It is a wearable device with just one function: see the number, dial the number.
New 2degrees research found that over two-thirds of New Zealanders say meaningful conversations are getting harder to come by, and when given a spare moment, Kiwis are nine times more likely to reach for social media than call a loved one.
Ring Ring is the latest evolution of 2degrees’ Fairer Phones Project. This new campaign helps celebrate the good phones can do when used to connect with the people who matter most.
Zac Summers chief marketing and strategy officer for 2degrees said the campaign reflects a shift in how the brand is showing up for customers.
“We’re using our phones more than ever but not always in ways that help us feel connected. We know a simple phone call can make us feel better, yet it’s often the last thing we do,”
“Ring Ring is a fun, unexpected way to start a conversation about that. It plays on our obsession with wearable tech, but instead of tracking data, it simply nudges you to do something we know works – pick up the phone and call someone,” Summers added.
Developed by TBWA\NZ, the teaser campaign was built with a nod to the precision and craft of a big tech product reveal: slick macro photography, dramatic music and product titles that build to a single, deceptively simple product function: see the number, dial the number.
The product reveal film will be followed by a series of commitment films, inviting New Zealanders to publicly pledge to call more and scroll less for the chance to win a Ring Ring of their own.
Shane Bradnick chief creative officer at TBWA\New Zealand said the strength of the idea lies in its simplicity.
“In a world where every wearable is trying to do more, we wanted to create something that deliberately does less. Ring Ring is a genuinely useful object wrapped in an idea that feels warm, slightly absurd, and completely human.”
The campaign will run across OOH, digital, social, influencer and PR activity, inviting Kiwis to commit to scrolling less and calling more.
