What if your next phone call could win you a ride-on lawn mower… or even a brand-new hairline? That’s exactly what Skinny is making possible with the launch of its latest campaign.
The low-cost telco is letting their happy customers spread the word about Skinny’s great deals – literally. By opting in, Skinny will put ads into your next phone call. The more calls you make, the more chances you have to win awesome prizes.
The innovative system places short pre-recorded Skinny ads up to 10 seconds long into phone calls in real-time, and was developed by the tech team at Colenso BBDO and Skinny.
“A corporation putting ads in the middle of my phone calls? I’d never allow that. Unless of course a chest freezer of sausages was up for grabs. By using our customers’ phone calls as a free media channel, we can get our great offers in the ears of the rest of New Zealand, and for being part of it, our co-conspirators can win things they’ve always wanted, like frosted tips for their family.” says Hadleigh Sinclair, group creative director, Colenso BBDO.
Skinny has a long history of doing anything to keep prices low and customers happy. From casting New Zealanders with famous names instead of paying for the Hollywood versions, to turning radio scripts into billboards Kiwi could record on their phone. This campaign is a continuation of a strategy that has seen them named ‘New Zealand’s most satisfied telco customers’ for 11 years in a row.
Customers simply text HAPPY to 414, follow a couple of prompts, and are then connected to the person they are wanting to call. During the conversation, short ad breaks promoting Skinny deals play.
In true Skinny fashion, the rewards are anything but boring. They include a jet-ski, ride-on lawn mower, fresh new hairlines, and even a year’s supply of rotisserie chickens.
“It’s been incredible to help develop an entirely new media channel and leverage innovative placements and partnerships to bring the idea to life. It’s a brilliant showcase of what true collaboration can achieve,” Philippa Allnutt, creative integration lead at PHD.
The campaign is rolling out nationwide for four weeks across a multitude of paid, earned and owned channels, but the real magic happens on your phone.
“This is Skinny at its best; smart, fun, and a little bit unexpected,” said Hannah McLean, Brand Partner at Skinny. “We love the idea that our customers can just pick up the phone, have a laugh with a mate, and maybe walk away with something pretty awesome.”
CREDITS:
Brand: Skinny Creative
Agency: Colenso BBDO
Partner Agencies: PHD
Sound: Franklin Road
