Instead of paying celebrities or professional voice artists to record its radio ads, low-cost mobile phone operator Skinny turned to its target market – the public. How? By placing the scripts where everyone could see them, on posters and press ads, and inviting people to phone in and read them aloud. The result: more than 2,500 ads recorded by obliging Kiwis. Not to mention new customers, sky high engagement and industry awards – including a Grand Prix at Cannes in Radio & Audio (2 Gold Lions 4 Silver and 2 Bronze during the week). Congrats and good call Colenso BBDO!
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| Title | Phone It In |
| Agency | Colenso BBDO Auckland |
| Campaign | Phone It In |
| Advertiser | Skinny New Zealand |
| Brand | Skinny |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Media Type | Case Study |
| Length | |
| Advertising Manager | A..y Y...g Subscribers Only |
| Media Agency | ..D M...a Subscribers Only |
| Media Planner | L..a W....ll Subscribers Only |
| Account Management, Media | A...da Pa....ki Subscribers Only |
| Strategist | J...s Da....on Subscribers Only |
| Account Management | S...h Mc....ld Subscribers Only |
| PR & integration account management | C..e H....ey Subscribers Only |
| Advertising Manager | J...e T..t Subscribers Only |
| Advertising Manager | F...h Wil.......hes Subscribers Only |
| Creative Team | S...n V...rs Subscribers Only |
| Account Management | L..y G...g Subscribers Only |
| Creative Team | M...a De....ux Subscribers Only |
| Creative Team | Ha....gh Si....ir Subscribers Only |
| Account Management | J..o F...et Subscribers Only |
| Account leadership | D...d B...es Subscribers Only |
| Account Management | T...as B..i Subscribers Only |
| Creative strategy | ..y P....ck Subscribers Only |
| Creative Team | A..a F...s Subscribers Only |
| Legal | Mi....le ..n Subscribers Only |
| Creative Team | D..e B...y Subscribers Only |
| Creative Team | L..on B....ow Subscribers Only |
| Creative Team | C...um Mc....ld Subscribers Only |
| Creative Team | Ch.....te U...n Subscribers Only |
| PR Agency | D..M Subscribers Only |
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