Grand LIA
Direct
| Entrant: | Colenso BBDO, Auckland |
| Brand: | Skinny Mobile |
| Title: | "Skinny Phone It In" |
| Corporate Name of Client: | Spark New Zealand |
| Client Company: | Skinny Mobile, Auckland |
| Client Company Domain Chapter Lead - Brand Marketing: | Ally Young |
| Client Company Social Chapter Lead: | Frith Wilson-Hughes |
| Client Company Customer Marketing: | Jamie Tait |
| Client Company Legal Counsel: | Michelle Van |
| Client Company Corporate Communications: | Sam Smith |
| Client Company Content Marketer: | Shane Coleman |
| Client Company Performance Marketing Strategist: | Janine Casas |
| Client Company Performance Media Specialist: | Amber Zhang |
| Client Company Digital Trust Partner: | Lydia Tebbutt |
| Media Company: | PHD Media, Auckland |
| Media Company Account Manager: | Lara Winmill |
| Media Company Creative Integration Lead: | Amanda Paleski |
| PR Company: | DRUM, Auckland |
| PR Company Business Director: | Chie Hemsley |
| Agency: | Colenso BBDO, Auckland |
| Chief Creative Officers: | Simon Vicars/Levi Slavin |
| Executive Creative Director: | Maria Devereux |
| Group Creative Director: | Hadleigh Sinclair |
| Copywriter: | Callum McDonald |
| Art Directors: | Charlotte Upton/Léon Bristow |
| Agency Head of Art: | Dave Brady |
| Agency Head of Production: | Scott Chapman |
| Agency Producer: | Anna Flaws |
| Agency Head of Technology and Innovation: | Logan Maire |
| Agency Studio Manager: | Jeremy Lavich |
| Agency Creative Retoucher: | Reks Kok |
| Agency Mac Op: | Maddy Price |
| Agency General Manager: | Lucy Grigg |
| Agency Account Executive: | Thomas Billi |
| Agency Senior Account Director: | Jono Fellet |
| Agency Account Manager: | Elsi Gibbs |
| Agency Planning Director: | Amy Pollok |
| Agency Client Lead Partner: | Emma Carpenter |
| Agency Business Lead: | David Bowles |
Description:
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.
Celebrities charge millions of dollars to be in ads. Skinny doesn’t have millions of dollars. So, to bypass expensive voice talent and pricey recording studios, Skinny launched ‘Phone it In’, a low-cost campaign that open-sourced radio scripts via out-of-home placements so Kiwis could record them on their mobile phones, for free.
Hundreds of Skinny radio scripts were published across the country. From standard placements like billboards and regional newspapers, to takeaway coffee cups, bar coasters, movie screens, early morning TV ad slots, social media, and a street poster blitz. Each script was written to be contextually relevant to its location, creating bespoke radio executions.
Above every script was a call-to-action that included a free-to-call-number that took callers to the automated ‘Skinny Radio Ad Recording Service’ (which is essentially an answering machine). From there, the recordings were given the trademark Skinny mnemonic and dispatched as radio ads.
What we ended up with was a nation-wide out-of-home campaign that doubled as a radio campaign that became Skinny’s most effective recruitment campaign ever.
2,560 radio ads were recorded by ordinary New Zealanders, equating to 22 hours of content that didn’t cost us a cent to record.
Skinny acquisitions went up 34% year-on-year, while in the same period, churn went down 26%.
65% of calls came from Skinny’s competitors’ customers.
Over three years of consistent brand building activity, we’d shifted Consideration from 35% in 2018 to 41% in 2021. Just 6% in four years. Phone It In shifted it another 6% shift… in just two months.