Phone It In
Skinny Mobile is constantly exploring new ways to cut costs and pass those savings onto their valued customers. Rather than splurging on celebrity endorsements, Skinny made a bold move by releasing 34 unique radio scripts as open-source OOH placements. This groundbreaking initiative allowed anyone to record these scripts on their mobile devices, completely free of charge.
Each script was carefully tailored to its specific location, creating a truly immersive experience for the audience. To add a personal touch, a dedicated phone number was provided, redirecting callers to an interactive answering machine. The recorded messages were then cleverly repurposed as captivating radio ads. The incredible outcome? A seamlessly integrated OOH campaign that not only thrived as a radio campaign but also exceeded expectations as Skinny's most successful recruitment drive to date.
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Brand: Skinny.
Advertising Agency: Colenso BBDO, Auckland (New Zealand).
Design Agency: Colenso BBDO.
Production Company: Colenso BBDO.
Country: New Zealand.
Chief Creative Officer: Simon Vicars, Levi Slavin.
Executive Creative Director: Maria Devereux
Art Director: Léon Bristow, Charlotte Upton.
Copywriter: Callum Mcdonald.
Content Lead: Shane Coleman.
Group Creative Director: Hadleigh Sinclair.
Head of Art: Dave Brady.
Head of Integrated Production: Scott Chapman.
Mac Operator: Maddy Price.
Retoucher: Reks Kok.
Social Media & Content Lead: Frith Wilson-Hughes.
Account Director: Chie Hemsley.
Account Manager: Lara Winmill.
Business Lead: David Bowles.
Client Lead: Emma Carpenter.
Digital Agency Partner: Lydia Tebbutt.
Director of Brand Marketing: Ally Young.
General Manager: Lucy Grigg.
Head of Corporate Communications: Sam Smith.
Head of Digital & Innovation: Logan Maire.
Integration Manager: Amanda Paleski.
Marketing Lead: Jamie Tait.
Planning Director: Amy Pollok.
Producer: Anna Flaws.
Project Manager: Thomas Billi.
Senior Business Director: Jono Fellet.
Senior Business Manager: Elsi Gibbs.
Senior Media Specialist: Amber Zhang.
Social Marketing Strategist: Janine Casas.
Studio Manager: Jeremy Lavich
Agency Producer: Anna Flaws.
Content Manager: Shane Coleman.
Creative Lead: Amanda Paleski.
Brand Marketing Director: Ally Young.
Client Partner: Emma Carpenter.
Consumer Marketing Manager: Jamie Tait.
Corporate Communications Advisor: Sam Smith.
Media Specialist: Amber Zhang.
