New Zealand customers looking for an internet provider typically default to the big players. Orcon needed to think creatively to engage the 18-45+ market.

They also wanted to drive sign-ups to their service by giving the brand a presence and unique point of difference against their much bigger competitors.

Ours was a wide brief: do something cool that will get Orcon noticed and lead to sales.

Business Objectives:

- Drive increased awareness, customer consideration and Net Promoter Score (NPS)

- Increase sales enquiries over the three-month period by 10%, leading to 2,000 new customers

- Decrease customer complaints about internet connectivity

Communication Objectives:

- Drive credibility of Orcon’s brand and product by engaging with ‘the cool kids’ who appeal to our target audience

- Generate positive coverage in traditional news media x12+ pieces

- Social media coverage via influencers x30+ pieces

Reach: Cumulative of >3m (65% of population)

Our approach included three phases of activity:

Relationship development:

-We teamed up with five of New Zealand’s most talented artists -  Otis Frizzell, Flox, Askew One, Andrew J. Steel and Anna Leyland – who were not only of interest to media but also used content on their own social channels

Media, influencer and blogger relations:

-Hosted a media and influencer art gallery launch that showcased the modems and oozed exclusivity. Artist Andrew J. Steel completed a live art installation

-Implemented a comprehensive media outreach plan, using the artists to talk about the range and benefits of showcasing their new modems

-Partnered with bloggers and influencers to trial and engage with Orcon services and products

-Created extensive video content for Orcon’s social channels

Partnerships:

-Negotiated with targeted media and influencers to share stories throughout campaign

-Each artist created a large-scale original design, auctioned off on TradeMe with proceeds going to charity