2degrees wanted to engage people differently to the way other mobile companies talk.

So they turned NZ’s largest man made structure, Auckland’s Harbour Bridge into a giant interactive light show.

They created a website linked to Google Play where you could choose from over 30 million songs, all from your mobile.

The lights on the bridge would perform, synchronized to your chosen song.

It was a PR phenomenon, and an act of generosity that reached over 5.5 million people. It was the perfect demonstration of the company’s marketing insight : The way we’re using mobiles today is dramatically different, it’s about time other mobile phone companies caught up.

2degrees marketing strategy is based on the insight: “the we way we use mobiles has changed dramatically, it’s about time the mobile providers caught up”

This campaign was the ultimate demonstration of using mobiles differently, done in a way that would capture the attention and imagination of the country.

The bridge played every Thursday, Friday and Saturday night (8pm until 11.30pm) for 6 weeks, lighting up the harbour.

Awareness was driven by a pre-launch campaign (outdoor, online and press) and for the duration of the campaign.

Widespread news coverage (TV, online and newspaper) supersized the launch and gave the campaign momentum.

- Over 20,000 song requests.

- Thousands turned out to watch the bridge for 6 weekends in a row.

- 6 major radio stations streamed shows from the bridge live and commercial free.

- X Factor filmed a special episode from the bridge location.

- Widespread news coverage (TV, online, newspaper)

- The bridge was played, viewed, streamed, tweeted, listened to and shared over 5.5 million times. That’s 4 times the population of Auckland City.