Colenso outsources Skinny radio ads

AUCKLAND, Today: Colenso BBDO has produced Phone It In – a low-cost campaign for NZ telco Skinny. Instead of hiring “expensive” celebrities to read radio ads, Colenso open-sourced Skinny’s radio scripts to the public.

The scripts have been printed on billboards, street posters, and coffee cups along with an 0800 number, allowing anyone with a mobile phone to call and record them for us. Best of all, we’re not paying a dime for voice talent. 

It’s an outdoor campaign that doubles as a radio campaign that triples as a cost effective way of telling the nation about Skinny’s low prices.

Colenso CCO Si Vicars said: “Each script comes with an 0800 number that takes callers to the automated Skinny Radio Ad Recording Service.

“The end result is an OOH campaign that doubles as a radio campaign, that triples as a cost-effective way to tell the nation about Skinny’s incredible mobile network and low prices.”

“From there, the recordings are given the trademark Skinny mnemonic and dispatched as radio ads.

“Each script is written to be contextually relevant to its location, leading to bespoke placements around the country.

“The end result is an out-of-home campaign, that doubles as a radio campaign, that triples as a cost-effective way to tell the nation about Skinny’s incredible mobile network and low prices.

PHD creative integration lead Amanda Palenski said: Phone It In is a brilliant example of creative and media collaboration. Each placement was thoughtfully chosen and given its own contextually relevant script, to be then brought to life by the voices of the public.”

CREDITS

Client: Skinny (Ally Young: Domain Chapter Lead – Brand)
Creative Agency: Colenso BBDO
Media Agency: PHD
PR Agency: Drum