2degrees Data Hunt mobile app

How do you create a cut-through summer campaign that drives customer engagement and a strong message around network reliability? You turn the entire country into a game.

Project details


  • 2degrees


  • Telecommunications

What we did

The challenge

Christmas and Summertime is the time of year when up to 40% of the mobile market considers competitive offers from other telcos and ultimately churn.

The challenge presented to Catch Design was how to engage an audience of high value Mobile customers across the country in a way that was unique and fun, to not only entice new high value customers to the network, but encourage existing high value customers to stick around with 2degrees.

The solution

Partnering with Special Group, we turned the entire country into a game and allowed kiwis to go hunting for data.

We dropped 200 million MBs of mobile data all over New Zealand and made an interactive, GPS based, augmented reality (AR) mobile app to help people collect it.

Over 1,400 ‘Data Pin’ GPS locations were scattered all over the country. 2degrees were able to carefully select and self-manage these locations directly in SilverStripe, the CMS platform we integrated for them in 2015.

Each location had a live-time data value of up to 1GB, which proved to be a summer phenomenon.

Using the map, players could hunt and locate pins throughout the country and collect a randomised data prize by spinning the 2degrees location pin. Pin locations were set in the CMS using a Google Map GUI to allow exact, and safe placement.

Data would instantly be applied to their account, or if they weren’t a 2degrees customer, it would be stored against their account and only usable if they ported over to the 2degrees network. Players could also take a selfie and share their winnings on Facebook, Twitter and Instagram.

Our direct connection to the 2degrees core network enabled instant authentication, allocation of data, SMS notifications and push notifications.

The results

An incredible 201,000 people (double the stretch target) downloaded the app, rocketing it to number one position on both the App Store and Google Play. The game itself was played more than five million times.

It created vital cut through in a busy retail period, reducing churn, and built credibility as a network provider.

What’s more, the game was attracting the right kind of players—big data users with higher than average monthly spends. In other words, high value customers.

Data Hunt won many awards, including multiple Gold, Silver and Bronze Axis Awards, Gold Effie, TVNZ Marketing Award and a Best Design Award finalist.