The One Show
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Category
Innovation & Transformation / Innovation in Out of Home
Annual ID
OS23_OH033B
About the Work
Skinny is a New Zealand mobile company with a track record of saving customers money through smart and thrifty advertising hacks. We understand that when Skinny spends big money on advertising, it’s their customers that ultimately pay the price.
The brief was to create a low-cost, interactive campaign that furthered Skinny’s mission to keep prices low while making the product (mobiles) integral to the idea.
Phone It In was a nationwide out-of-home campaign that consisted of 34 bespoke radio scripts placed at hundreds of locations across New Zealand. Each script came with a phone number that anybody could dial and then record the script directly into an answering machine…for free. The recordings were then dispatched as radio ads.
65% of calls came from Skinny’s competitors’ customers. We saw a 34% increase in customer sign ups, making it Skinny’s most effective recruitment campaign ever.
The brief was to create a low-cost, interactive campaign that furthered Skinny’s mission to keep prices low while making the product (mobiles) integral to the idea.
Phone It In was a nationwide out-of-home campaign that consisted of 34 bespoke radio scripts placed at hundreds of locations across New Zealand. Each script came with a phone number that anybody could dial and then record the script directly into an answering machine…for free. The recordings were then dispatched as radio ads.
65% of calls came from Skinny’s competitors’ customers. We saw a 34% increase in customer sign ups, making it Skinny’s most effective recruitment campaign ever.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Colenso BBDO / Auckland
PR / Marketing Agency
Drum Agency / Auckland
Client / Brand
Skinny / Auckland
Media Distribution Company
PHD Media / Auckland
Art Director
Charlotte Upton
Léon Bristow
Copywriter
Callum McDonald
Chief Creative Officer
Levi Slavin
Si Vicars
Chief Marketing Officer
Ally Young
Executive Creative Director
Maria Devereux
Group Creative Director
Hadleigh Sinclair
Producer
Anna Flaws
Account Director
Chie Hemsley
Project Manager
Thomas Billi
Account Manager
Lara Winmill
Business Lead
David Bowles
Client Lead Partner
Emma Carpenter
Content Marketer
Shane Coleman
Corporate Communications
Sam Smith
Creative Integration Lead
Amanda Paleski
Creative Retoucher
Reks Kok
Customer Marketing
Jamie Tait
Digital Trust Partner
Lydia Tebbutt
General Manager
Lucy Grigg
HEAD OF ART
Dave Brady
Head of Innovation & Tech
Logan Maire
Head of Integrated Production
Scott Chapman
Head of Technology & Innovation
Logan Maire
Legal Counsel
Michelle Van
Mac Operator
Maddy Price
Performance Marketing Strategist
Janine Casas
Performance Media Specialist
Amber Zhang
Planning director
Amy Polloick
Senior Business Director
Jono Fellet
Senior Business Manager
Elsi Gibbs
Social Chapter Lead
Frith Wilson-Hughes
Studio Manager
Jeremy Lavich
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