Skinny: Phone It In

Amy Pollok, Martin Bassot, James Tucker

Skinny, a telecommunications company in New Zealand, generated engagement, brand consideration and customer acquisition in New Zealand by creating radio scripts and getting customers to read the scripts into an answering machine.

Campaign details

Brand: Skinny Brand owner: Spark New Zealand Entrant company: Colenso BBDOIdea creation: Drum Auckland Market: New Zealand Sector: Telephone & internet services Media channels: Online display, Other & ambient media, Newspapers Budget: Up to 500k

Executive summary

Skinny. A telecommunications company that believes in low prices, and happy customers.

They want fame, but won’t waste their customers' money on frivolous things, like famous people in their ads.

So in 2022, we open-sourced their brand campaign to the public.

The entire country could...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands