Vodafone & FCB New Zealand Introduce Piggy-Sue

Piggy-Sue - an unexpected but endearing piglet - features as the new star in Vodafone’s latest brand campaign unveiled on Sunday night. Vodafone’s new campaign demonstrates the strength and breadth of its network with a quintessential Kiwi twist.
 
Shot in Central Otago, the story centres around a lost pig and a postman called Keith who finds her. While using the Vodafone network to find her owner, Keith and Piggy-Sue form a unique and unexpected friendship.
 
The TVC is one part of a multi-channel campaign demonstrating Vodafone’s network strength, which spans the country and is now part of the lives of Kiwis everywhere. Vodafone’s network reaches 97.5 per cent of where Kiwis live, work and play and delivers super-fast 4G to over 80 per cent of the country.

 
The campaign also reaches out to rural New Zealand, where the Vodafone network brings fast and reliable coverage to more than 239,000 homes.
 
“Piggy-Sue taps into a connection with our land. It’s what New Zealanders hold dear, whether they live in the city or rurally,” says Bart De Beucker, Vodafone New Zealand’s head of brand and insights.
 
“We’re connecting more New Zealanders than ever before. Our network stretches across more parts of the country than Kiwis might realise.
 
“We’re committed to investing in and continually growing our network, offering the fastest mobile download speeds in New Zealand[1] and the largest 4G network[2].”
 
Feedback from focus groups on this campaign has been overwhelmingly positive, with comments including how well it delivers a “sense of New Zealand-ness”, a “human connection” and described as “warm and engaging, with a feel good factor”.
 
The integrated campaign is significant for Vodafone in 2015 and will span TV, in-stream AV, digital display, search, OOH, PR, social media, digital activation and will be supported in-store.