Primary audience: the population of Auckland, secondary audience: the people of New Zealand. The campaign was aimed at non-customers and customers alike. Lighting up the bridge was a gift to everyone, and a way of engaging people, helping 2degrees to hugely increase awareness and their sense of scale as a mobile provider.

2degrees are NZ’s third largest mobile phone company. This campaign allowed people to directly interact with Auckland’s Harbour Bridge, using their mobiles to turn it into a giant light show synchronised to songs of their choice. 2km of LED lights were installed on the bridge. Linked to Google Play people could choose from over 30 million tracks and either watch a live stream of the bridge performing to their music choice, or see it in person, listening to the music live from their mobiles.

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.

2degrees have always been a challenger brand but now need to act and talk with a sense of scale and confidence.

They wanted to create engagement through direct interaction, rather than producing standard ‘one way’ advertising.

Getting people to participate using their mobiles was a perfect way to show the potential of the technology they hold in their hand.