Colenso BBDO

Skinny New Zealand
"Anything To Keep Prices Low"

Client: Skinny New Zealand
Product: Skinny
Title: Anything To Keep Prices Low
Media: PHD
Country: New Zealand
Date Of Campaign: 01/08/2018

Background: Skinny is a low-cost telecommunications company in New Zealand. With just 1/10th of the spend of their nearest competitors, we were tasked with growing the brand from a niche youth-oriented brand, into a mass market player.

Idea: We recruited the world’s biggest names to endorse the brand – Michael Jordan, Ben Affleck, Julia Roberts, Clint Eastwood, Sarah Jessica Parker, Michael J. Fox, Jackie Chan, and Anthony Hopkins. Not the famous Hollywood celebrities, we found ordinary Kiwis who were lucky (or unlucky) enough to be born with the same names as the A-list stars. From a list of over 300 famous namesakes, we searched for people with a perfect combination of having a household name, zero acting skills, and a completely different look to their better-known counterpart. We chose names that would appeal to a broad age range, from Millennials to Baby Boomers, and shot them as if they were the celebs themselves – Michael Jordan in the style of a big Nike spot, Clint Eastwood as a western, Sarah Jessica Parker in a trendy bar, etc.

Results: The campaign was seen around the world, with our ‘stars’ featuring on the pages of Vanity Fair in Italy, Buzzfeed in the US, and The Sun in England. Mobile has grown 22%, Broadband has grown 17%, and critically, they’ve had a 28% reduction in churn.

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