Skinny: Skinny Phone It In

Silver Award

Skinny Phone It In

Skinny

New Zealand

2025

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Entrant Company

Colenso BBDO

Entry Type

Product/Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Strategy

Category

Creative Strategy

Skinny Mobile is always looking for ways to save money and pass those savings onto customers. Instead of paying celebrities to feature in their ads, Skinny open-sourced 34 bespoke radio scripts to the entire country so that anyone could record them on their mobile... for free. Each script was contextually relevant to its location, and included a phone number that took callers to an answering machine service. From there, the recordings were dispatched as radio ads. What we ended up with was an out-of-home campaign, that doubled as a radio campaign, that tripled as Skinny’s most effective recruitment campaign ever.

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Credits

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