2Degrees

How does a newcomer challenge entrenched incumbents?

It seems difficult to imagine the telecommunications scene in New Zealand without 2Degrees as a major brand – so established is it now in the minds of Kiwis. But when NZComms asked for Origami’s help to launch their new challenger mobile network in 2008, it didn’t even have a name.

The team at NZComms knew that the NZ mobile duopoly could be disrupted; they had a mobile license and plans to build a network to challenge Telecom and Vodafone, but had got stuck on how that should be positioned in the market, what target market they should be going after, and even what to call the thing.

This was an exciting time to be in the conversation since it enabled our team to build the very foundations of the success that would follow for what we now know to be 2Degrees.

Equipped with a thoroughly researched understanding of the NZ telco market and consumer needs, we identified a unique brand position that would appeal to a previously untapped market segment. As always, getting this bit right was critical in enabling us to unlock the creative process that led to the development of the now iconic look and feel as well as the name itself of 2Degrees, and provided the platform for a highly successful launch and rapid growth.