New Zealand telco Skinny has partnered with creative agency Colenso BBDO to launch ‘Phone It In’, a low-cost campaign that lets Kiwis record radio ads on their mobile phone.
Hundreds of Skinny radio scripts have been published around the country. From standard placements such as billboards and regional newspapers, to takeaway coffee cups, bar coasters, movie screens, 3 a.m. TV ad slots, social, and a street poster blitz.
Each script comes with an 0800 number that takes callers to the automated ‘Skinny Radio Ad Recording Service’ (which is essentially an answering machine). From there, the recordings are given the trademark Skinny mnemonic and dispatched as radio ads.
The end result is an out-of-home campaign, that doubles as a radio campaign, that triples as a cost-effective way to tell the nation about Skinny’s mobile network and low prices.
Colenso CCO Si Vicars said: “When a brand pays a couple of million bucks for Morgan Freeman, that cost is ultimately passed on to the consumer. That’s not how Skinny rolls.
"So instead of expensive celebrity voice talent, we’re open sourcing our radio ads so that anyone in New Zealand can record them on their mobile phones for free. This is a truly interactive campaign, and we’re excited to see what gets created."
Ally Young, brand lead at Skinny, said: “Skinny have always found ingenious ways to keep prices low, and customers happy.
"Recruiting Skinny fans across the nation to become the voices of our brand is just another way we save our customers money, and showcase how much New Zealanders love Skinny.
"We can’t compete on advertising spend, so we’re always looking for super smart ways to be efficient, and showcase Skinny’s standout sense of humour.”
The campaign will also be supported by an integrated radio partnership with Jono & Ben. Skinny was awarded the coveted WARC Sustained Growth Grand Prix at Cannes this year.
Credits:
Client : Skinny
Client : Ally Young: Domain Chapter Lead - Brand
Agency: Colenso BBDO
Media Agency: PHD
Any other partners: DRUM
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