Skinny turns phone calls into ad spots

Skinny is putting ads in its customers’ phone calls in exchange for the chance to win prizes – like a year’s supply of rotisserie chickens.

The telco says the campaign allows customers to spread the word of its deals. By opting in, Skinny will then insert 10-second ads into the person’s phone calls. The more calls the person makes, the more chances they have to win prizes.

The campaign was developed by the tech team at Colenso BBDO and Skinny.

Ads in exchange for prizes

“A corporation putting ads in the middle of my phone calls? I’d never allow that. Unless of course a chest freezer of sausages was up for grabs,” says Hadleigh Sinclair, group creative director at Colenso BBDO.

“By using our customers’ phone calls as a free media channel, we can get our great offers in the ears of the rest of New Zealand. For being part of it, our co-conspirators can win things they’ve always wanted, like frosted tips for their family.”

The rewards include a jetski, ride-on lawn mower, fresh new hairlines, and even a year’s supply of rotisserie chickens.

A new media channel

Skinny says this campaign is a continuation of its strategy that aims to keep prices low and customers happy.

“This is Skinny at its best; smart, fun, and a little bit unexpected,” says Skinny brand partner Hannah McLean. “We love the idea that our customers can just pick up the phone, have a laugh with a mate, and maybe walk away with something pretty awesome.”

PHD creative integration lead Philippa Allnutt adds, “It’s been incredible to help develop an entirely new media channel and leverage innovative placements and partnerships to bring the idea to life. It’s a brilliant showcase of what true collaboration can achieve.”

The campaign is rolling out nationwide for four weeks across a multitude of paid, earned and owned channels.