Weeks out from the 2024 Paris Olympics, leading NZ telco 2degrees was presented with an epic opportunity: to become the major NZ broadcast sponsor for the Olympics and Team New Zealand. 2degrees came to us with the bones of an idea to create a campaign where Kiwis could send in video messages of support to Olympians. Our challenge was to turn this high-level idea into a successful engagement campaign and drive audience participation.
We enlisted New Zealand’s least likely influencer, the recently fired journalist Paddy Gower, to get Kiwis rarked up and share their messages of support. Gower’s signature brand of humour, authenticity and the odd swear word created a social storm. This, combined with OPO securing coverage in the NZ Herald, Stuff and regional publications, led to over one thousand Kiwis developing their own Team Talk videos for 2degrees. By the end, there was little doubt that 2degrees was backing our Olympians.
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