Campaign details

Brand: Skinny
Brand owner: Spark NZ
Lead agencies: PHD New Zealand, Colenso BBDO
Contributing agencies: Drum, Platform 29
Country: New Zealand
Industry: Telephone & internet services
Media channels: Content marketing, Events & experiential, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth influencers
Budget: 1 -3 million

Executive summary

2018 was make or break for New Zealand telco brand Skinny. With customer numbers stagnating, we needed to attract a wider, more profitable customer to secure Skinny's future.

Our strategy convinced them to leverage their low-cost roots to create brand fame with a cheeky Skinny twist.

We created a celebrity-endorsed campaign using everyday Kiwis with big Hollywood names!