Trent Robbins and the Blue Pyramid Group are a disruptive take on the usual bribery that accompanies a student-focused deal. Rather than hide product information in the fine print, we brought the friend-get-friend mechanic to life and created a real pyramid scheme with an enigmatic founder and CEO.

From there it was only a matter of bringing Trent Robbins to life and creating the cheesiest fake pyramid scheme campaign around the Blue Pyramid Group.

The campaign was a huge success for 2degrees. In an overly saturated market, Blue Pyramid Group cut through the noise and Trent Robbins became a part of the student vernacular.

Not only did people buy the product, they became willing and eager brand advocates who were excited to be part of a fake pyramid scheme. Trent Robbins and the Blue Pyramid Group let us talk to students in an interesting way and continue to be a great communication platform in a tough market.