TBWA/New Zealand and 2degrees introduce Paulie the Data Piñata

Introduced by TBWA/New Zealand and 2degrees, Kiwis now have the chance to find Paulie the Data Piñata for the chance to whack and win up to 200,000 days worth of free data.

Players can visit datapinata.nz, which uses AR technology to turn their mobile into a virtual piñata game. With a range of ‘whackers’ to choose from – either a Nuke-Lele, Pan-Demonium or the Mallet of Malice – they can whack Paulie to win free data. 

Renowned Netherlands 3D character specialist Eva Cremers, who has created work for global brands including Nike, Mini and Amazon partnered with TBWA\New Zealand’s Head of Post Production Blair Walker, to bring Paulie the giant pink data piñata to life. 

Shane Bradnick TBWA\NZ Chief Creative Officer says: “The silly season is upon us, and there’s nothing sillier than a piñata full of data. The 2degrees Data Piñata is the perfect antidote to the traditional Christmas retail promotion, and a great way to relieve some stress after a long year.” 

Dave Pearce, General Manager Marketing 2degrees says: “We wanted a bit of fun for our summer promotion and we love the way TBWA took a retail, data-led mobile brief and turned it into such a fun activation.” 

“You can play Data Piñata as a guest, but the real rewards come when you become a 2degrees customer – and after a week in market, it’s already smashed our visitor numbers.” 

Paulie the Data Piñata will appear on TV, radio, digital, social, in store, and in-mall. 

Watch the 30” TVC here:

 Play the game as a guest or 2degrees customer by heading to www.datapinata.nz on your mobile phone. 

CREDITS

Client: 2degrees 

Agency: TBWA\New Zealand 

Production & Animation: TBWA\Bolt 

Character Design: Eva Cremers 

AR Experience: Unbound 

Media Agency: OMD 

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