2degrees let people use their mobile phones to turn Auckland’s Harbour Bridge into their very own synchronized light show to a song of their choice.

Linked to Google Play people could choose from over 25 million tracks. 2km of LED lights lit up the Auckland skyline, performing to each track.

It could be streamed live on the website, or you could watch it in person with the music streaming live on your mobile.

We connected over 2km of LED lights to Auckland’s Harbour Bridge. We hooked them up to Google Play via a fully responsive webpage optimized for mobile. You could go in and select a song of your choice. The requests were curated to reflect the most popular and interesting - creating a playlist each evening. You received a notification to let you know that your song request was on the playlist and what time to view the bridge. The music was streamed live through your mobile. The campaign ran Thursday to Sunday nights for 6 weeks. 6 radio stations broadcast special shows live from the Bridge, getting their listeners to choose the tracks. The X Factor filmed one of their episodes at the bridge, getting it to play to the songs the artists were performing.

The were 50,000 song requests.

The most popular was Uptown Funk.

The bridge was played, viewed, streamed, tweeted, listened to, and shared over 5.5 million times.

Post campaign tracking

41% selected ‘leading the way’ as a key attribute.

Nearly one third of all New Zealanders participated in the campaign.

26% of those surveyed said the campaign changed their perception of 2degrees (from cheap to innovative).

Mobile company 2degrees gave people the power to turn New Zealand’s largest man made structure, Auckland’s Harbour Bridge, into a massive interactive lightshow, synchronized to music tracks of their choice. They used their mobiles to select the music tracks for it to perform to and to live stream the audio.

2degrees needed to communicate that not only were they NZ's challenger mobile brand, they were a serious player with scale and substance. The bridge is a national icon and its takeover caused a huge stir. Turning it into an innovative and interactive experience operated by your mobile created an enormous amount of attention. It also demonstrated 2degrees commitment to make mobile better for everyone.

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 interaction, rather than producing standard ‘one way’ advertising. And something that would truly impress the country.