Sharing is not always caring, says Chorus and Saatchi & Saatchi NZ

Sharing’s not always a good thing, says Chorus in new campaign launched via Saatchi & Saatchi NZ.

Especially if what you’re sharing is a cell tower for your home’s internet connection. Wireless broadband is often marketed as a comparable alternative to fibre. However, the campaign points out there’s a hidden trade-off.

Wireless broadband users share internet bandwidth with other devices connected to the same tower, which can lead to unreliable speeds and frustrating glitches when there’s heavy network traffic. 

The tongue-in-cheek campaign films feature a family dealing with the chaos of neighbourhood families, local influencers, randos at the park and joggers mapping their runs, amongst many other kinds of the people you might share a cell tower with when your home is on wireless broadband. The spots end with the line ‘Avoid this. Get Fibre’. 

Fibre vs broadband

The goal is to help to inform consumers about the differences between broadband technologies and how fibre provides consistent speeds and a connection that’s hardwired to your home.

Karren Harker, Head of Brand & Marketing at Chorus says, “We all understand that the internet is a shared space. But when it comes to the technology you use to connect, not everyone realises that on wireless broadband you’re sharing a cell tower with everyone else that happens to be connected to that tower at any given moment. That’s why your internet connection can be fine one moment and suddenly slow down or experience interruptions during peak times when there’s a lot of other people online.”

Steve Cochran, Chief Creative Officer Saatchi & Saatchi New Zealand adds, “Many Kiwis don’t know what kind of broadband they even have and therefore could be unaware of some of the factors that may compromise their internet experience. This campaign is a fun, playful way to get them thinking about the quality of their broadband.”

The TVC, directed by the talented Arundati Thandur and produced by Finch, will be supported by a series of social cutdowns along with OOH and radio.