Circle of Friends

AUCKLAND, Friday: Colenso, PHD Media, NZME and Skinny have taken an innovative approach to content sponsorship with a new integrated content model, called Friendship, launched by The Hits Breakfast hosts Jono Pryor & Ben Boyce. (Scroll down for a combined credits list.)

“All great sponsorships are based on great partnerships, but Skinny Friendship takes it to an entirely new level,” said NZME chief commercial & radio officer Wendy Palmer.

“It means we move away from the traditional ‘thanks to’ and ‘brought to you by’ credit and badging model. Instead Jono and Ben will share integrated content that focusses on supporting Skinny’s key messages of care, trust and credibility.

“Jono and Ben are proven broadcasting innovators – a perfect match for a great Kiwi business that’s always thinking outside the box.”

“Our Kiwi brand aligns with Jono & Ben’s Kiwi humour perfectly.”

Skinny’s Ally Young said: “Skinny isn’t your regular telco. We always do things a little bit differently and try not to take ourselves too seriously.

“Our Kiwi brand aligns with Jono & Ben’s Kiwi humour perfectly and we’re very much looking forward to having a few laughs with them.”

PHD Media took the now familiar challenge of sharing Skinny’s story of keeping prices low and customers happy in a particularly Skinny way.

“Working with Skinny we always look at unique approaches and we knew a traditional sponsorship wouldn’t work. In close collaboration with NZME we developed a tailored-made concept of a “Friendship”, allowing Skinny and Jono & Ben to create a strong commercial partnership, but with our distinctive Skinny twist,”said PHD Media’s Jas Gierlinski.

Jono and Ben started celebrating their Skinny “Friendship” from today (Friday) – featuring caller topics, stories, experiences and integrations all linked back to Skinny’s values.

Jono and Ben, Skinny’s new BFFs Weekdays runs from 6am on The Hits Breakfast and iHeartRadio.

CREDITS

Client: Skinny
Chapter Lead – Brand: Ally Young
Brand Partner – Social: Hunter Haines

PR: Drum
Account Director: Amber Young

Media agency: PHD Media
Group Business Director: Jas Gierlinski
Account Manager: Herschel Barker

Creative agency: Colenso
Business Director: Emma Carpenter
Business Manager: Elsi Gibbs
CD: Thomas Darlow
ECD: Simon Vickers
CCO: Levi Slavin

Partner: NZME:
Commercial Integration Manger: Harriett Whiting
Executive Producer: Ben Humphrey
Content Director: Todd Campbell
Group Account Director: Philippa Stiebel