Based on the idea that everyone knows someone who they think deserves a second chance at sporting success, New Zealand telco 2degrees leveraged its sponsorship of the Vodafone Super Rugby through a new reality television series that aims to give five rugby hopefuls a second chance of rugby stardom.
The initiative – a partnership between 2degrees, creative agency TBWA and digital agency MediaWorks’ entertainment channel THREE – builds on 2degrees’ brand commitment to ‘Fighting For Fair’ and the objective is to highlight its Super Rugby sponsorship.
Launching on June 17, ‘2nd Chance Charlie’ sees five so-called ‘Charlies’ from across the country and with very different backgrounds compete against one another – each assigned to a Super Rugby team and the winner will receive $10,000 and a contract to take part in a 12-week Super Rugby development programme.
An additional ‘2degrees People’s Choice Winner’ will be voted for by the public through the 2nd Chance Charlies Fanzone page on THREE and will scoop $5,000.
Filming on the series began in February and, despite the challenges of lockdown, the contestant players have been training, managing their diets and preparing professionally for their second chance shot at Super Rugby stardom.
The new show, which consists of 16 episodes broadcast over eight weeks and which debuts on THREE on 17 June, is being promoting through an integrated campaign spearheaded by a hero spot running across television, digital and social channels.
The hero promo is supported by a set of promotional out-of-home, digital and social assets to drive views, engagement, build excitement around the show’s debut and to drive viewers to find out more by visiting threenow.co.nz/2ndchance.
The five competing ‘Charlies’ are Daniel Kauika (a 22-year-old Navy veteran training with the Blues), David Edelstaff (a 28-year-old half Welsh, half Kiwi is with the Crusaders), James Cockburn (a 27-year-old firefighter is with the Hurricanes), Otenlil ‘Nili’ Moala (a 28-year-old is a committed family and church man is with the Chiefs) and Tai Tupou (and 32-year-old father of three is training with the Highlanders).
According to TBWA NZ chief creative officer Shane Bradnick it is the mix of backgrounds and backstories combined with the game that shapes the national identity which will appeal to New Zealand audiences.
“The show builds on 2degrees’ commitment to ‘Fighting for Fair’and leveraging their Super Rugby sponsorship in a way that tells compelling and engaging stories. It’s a great fit and a unique partnership that shows how brands can become a true part of culture,’ said Bradnick. “Everyone knows someone who dreamed of being a professional rugby player but never quite made it, so it seems only fair to give Kiwis a 2nd chance to make this dream a reality.”
Chief Brand and Insights Head at 2degrees Ben Wheeler added: “Kiwis are a fair bunch who love a redemption story so the idea of a 2nd chance feels like a good call. With our Super Rugby sponsorship we have the opportunity to do something about it and think it’s only fair to give the chance to someone who really deserves it.”
The show and campaign was developed for 2degrees by creative agency TBWA Group NZ, broadcast partner MediaWorks and media agency IKON.
Comment:
After the COVID-19 crisis caused several months without any live sport in New Zealand, the nation’s successful pandemic strategy has seen it become virus free and the return of rugby and in-stadium crows will delight committed and casual sports fan alike.
By creating a brand-created television series of this nature to run in parallel with the return of rugby this approach cleverly leverages not only the excitement around the return of live sport but also taps into the very idea of ‘restarting’.
It was back in December 2017 the Kiwi telecommunications provider – which launched in 2009 and offers prepaid and pay-monthly mobile services as well as fixed-line phone and broadband services – announced a deal which saw it become the exclusive telecommunications partner for all five New Zealand teams competing in the (Investec) Vodafone Super Rugby competition from 2018 through 2020. The sponsorship spanned the Blues, the Chiefs, the Hurricanes, the Crusaders and the Highlanders and included its logo appearing on the sides of the team jerseys.
Links:
2degrees
https://www.2degreesmobile.co.nz/
TBWA Group NZ
MediaWorks
Three NZ
Ikon
https://www.ikoncommunications.co.nz/
Super Rugby
https://super.rugby/superrugby/
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