Electric Kiwi, one of New Zealand’s most-loved power and broadband brands, was entering the mobile market with Kiwi Mobile. Not only a new MNVO, Kiwi Mobile is a market-first proposition, offering customers the flexibility to only pay for what they use. With an ambitious sales target, Kiwi Mobile needed to drive brand awareness and educate the market with earned media outputs.
To articulate the customer problem Kiwi Mobile solves, One Plus One built a communication strategy around research showing Kiwis lose $400 million to unused mobile data every year. The impactful figure created cut through and earned media attention, and created moments for Kiwi Mobile to become a leading voice on mobile with a cadence of proactive and reactive media engagement in the following months.
In its first quarter, Kiwi Mobile exceeded its sales target while its executives became prominent voices for the telco sector to keep the Kiwi Mobile name in the news cycle well after launch.
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