2DEGREES URGES KIWIS TO SWAP SCROLLING FOR CALLING WITH ‘RING RING’ CAMPAIGN

2degrees and TBWA New Zealand unveil ‘Ring Ring’, a limited-edition thumb ring engraved with a loved one’s number, encouraging Kiwis to prioritise phone calls over social media. The campaign blends humour and insight, highlighting declining meaningful conversations and promoting deeper human connection through a simple, wearable reminder.

In an era dominated by endless scrolling and digital distraction, 2degrees has partnered with TBWA New Zealand to launch ‘Ring Ring’, a campaign that seeks to remind New Zealanders of a simpler, more meaningful use for their smartphones: calling the people they care about.

At the centre of the initiative is an intentionally low-tech product—a limited-edition thumb ring engraved with the phone number of a loved one. Designed to intercept habitual scrolling, the ring serves as a tactile prompt to pause, reflect and reconnect. Its function is deliberately straightforward: see the number, dial the number.

The campaign arrives at a time when smartphones are increasingly associated with passive consumption rather than active communication. While modern wearable technology often focuses on tracking sleep, fitness and stress, ‘Ring Ring’ subverts the category by offering no data, metrics or optimisation—only a gentle nudge towards human connection.

This simplicity is rooted in a clear behavioural insight. According to new research commissioned by 2degrees, more than two-thirds of New Zealanders feel that meaningful conversations are becoming harder to achieve. When presented with a spare moment, people are nine times more likely to open social media than to call someone they care about, despite evidence suggesting that even a short phone conversation can significantly improve mood and emotional wellbeing.

‘Ring Ring’ forms the latest chapter in 2degrees’ ongoing Fairer Phones Project, an initiative aimed at encouraging healthier relationships with technology. Previous efforts have included features such as Real Mode, which incentivises reduced screen time, and Good Tings, a programme designed to educate families about safe and balanced phone use. With this latest campaign, the brand shifts its focus towards celebrating the positive potential of phones when used to foster genuine connection.

Zac Summers, Chief Marketing and Strategy Officer at 2degrees, described the campaign as a reflection of changing priorities in how the company engages with its customers. He noted that while phone usage continues to rise, it does not always translate into meaningful interaction. ‘Ring Ring’, he suggested, offers a playful yet purposeful intervention—one that taps into the cultural fascination with wearable technology while encouraging a return to more fulfilling habits.

Developed by TBWA New Zealand, the campaign’s creative execution mirrors the aesthetic of high-end tech launches. The teaser phase features polished macro visuals, cinematic sound design and product-style storytelling, all building towards the understated reveal of a device that does less rather than more. This contrast underscores the campaign’s central message: simplicity can be powerful.

Following the initial reveal, a series of ‘commitment films’ will invite New Zealanders to publicly pledge to call more and scroll less, with participants given the opportunity to win one of the limited-edition rings. The campaign extends across out-of-home placements, digital channels, social media, influencer collaborations and public relations activity, ensuring broad engagement.

Shane Bradnick, Chief Creative Officer at TBWA New Zealand, emphasised that the idea’s strength lies in its restraint. In a landscape where innovation is often equated with complexity, ‘Ring Ring’ deliberately embraces minimalism, presenting a concept that is at once slightly absurd, warmly human and quietly impactful.

By turning a simple ring into a symbol of connection, 2degrees is making a broader statement about the role of technology in everyday life. In doing so, ‘Ring Ring’ challenges users to reconsider not how often they use their phones, but how meaningfully they choose to engage with them.