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Skinny: Dhiya
New Zealand telco Skinny may not have the biggest advertising budgets, a legacy of innovation, or the heft of its beloved competitors in the telco market. But what it does have is an army of customers who love them. So much so, that Skinny has won Consumer NZ’s People’s Choice Award in the mobile category 5 years in a row. These are lovely, happy customers who would gladly recommend Skinny to their friends and/or family. Which is where this Friend-vertising comes in. Considering that word of mouth is 83% more effective than advertising, and that it seems like everyone in New Zealand knows someone who knows someone, Skinny’s new Friend-vertising campaign via Colenso BBDO aims to reach everyone in New Zealand with an ad for Skinny fronted by a person they know. A highly targeted direct campaign that operates at a national broadcast level. The campaign launched last week with the broadcast of 46 unique TV ads, each one featuring completely different talent. 15 unique TV executions ran on the first night alone. Even Hindi, Cantonese, Samoan, and Sign Language versions of the ad are running in prime-time TV slots without subtitles. To view the full campaign go to - https://campaignbrief.co.nz/2020/03/27/skinny-attempts-to-reach-the-whole-country-with-an-ad-featuring-someone-they-know-in-new-friend-vertising-campaign-via-colenso-bbdo/
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