One NZ’s ‘Finding Jade’ Campaign Returns Via McCann

Why It Matters

The locally‑produced series deepens One NZ’s emotional brand equity while showcasing New Zealand scenery, illustrating how telcos can use narrative‑driven advertising to drive customer engagement and differentiate in a saturated market.

Key Takeaways

• Third-year "Finding Jade" episode filmed entirely in New Zealand
• Campaign highlights partnership with Department of Conservation and local landmarks
• Multi‑channel rollout includes broadcast, digital, social, OOH, display
• Story ties digital connectivity to personal identity and belonging

Pulse Analysis

Narrative advertising has become a cornerstone for telecom brands seeking to move beyond price competition, and One New Zealand’s “Finding Jade” series exemplifies this shift. By weaving a personal odyssey around Jade’s search for his biological father, the campaign taps into universal themes of identity and belonging, aligning them with the company’s “Let’s Get Connected” promise. This storytelling approach not only humanizes the brand but also creates a memorable hook that can be leveraged across multiple touchpoints, from TV spots to social snippets.

The third installment’s decision to film exclusively within New Zealand marks a strategic emphasis on local authenticity. Featuring iconic landscapes—from East Auckland suburbs to the summit of Mount Earnslaw—and a cameo from a beloved 1990s Shortland Street actor, the production showcases the country’s cultural fabric. A partnership with the Department of Conservation, highlighted by a cameo in a remote DOC toilet, underscores One NZ’s commitment to environmental stewardship and community engagement, resonating with Kiwi audiences who value sustainability.

From a media‑planning perspective, the campaign’s rollout across broadcast, digital video, social, out‑of‑home and display channels reflects an integrated, omnichannel strategy designed to meet consumers wherever they consume content. This breadth maximizes reach while reinforcing the narrative through repeated exposure. As telecom operators worldwide grapple with churn and the need for deeper customer relationships, One NZ’s approach offers a blueprint: combine locally resonant storytelling, strategic partnerships, and a diversified media mix to build brand affinity and drive long‑term loyalty.