Iggy Pop & Orcon
Demonstrating broadband speed in an incredible way.
To demonstrate Orcon’s super-fast broadband speed, we connected nine New Zealanders around the country to Iggy Pop in Miami to re-record his iconic track ‘The Passenger’ online. The campaign ran through a specially designed Facebook app. Here you could watch the call for entry TVCs featuring Iggy, learn the music, submit your own video audition, share it and browse through everyone else’s. Over the ten days that it ran hundreds of video entries were received. Iggy’s chosen ‘band of nine’ were then hooked up to his Miami studio, simultaneously, by Orcon broadband. Iggy worked with each of the musicians to get the performance he wanted. The recordings were mixed by engineers in Miami and Auckland to create a truly unique version of The Passenger. This event became the content for a campaign of 60” and 30” Orcon TV spots. The campaign launched with a 145 second ‘full length’ version. TV3’s flagship current affairs show, Campbell Live, ran a 5 minute segment dedicated to the making of the ad. The campaign was a great success for Orcon. As well as gaining $650,000 worth of unpaid media coverage (before the main ads even ran), it drove exceptional business results. Awareness grew by 60% and annual sales targets were exceeded by 47% - all with just 1.5% of the category media spend.
Adstars – Grand Prix
Award – Gold x1, Silver x2, Bronze x1
AXIS Awards – Best in Show, Grand Prix, Gold x8
Cannes – Grand Prix, Gold x1, Bronze x2
D&AD – In book
Effie Awards – Silver x3