Do 46 unique videos sound like enough for you? Well, then you’re in luck. Colenso BBDO and Skinny’s new ‘Skinny Friendvertising’ campaign takes personalised recommendations to a new level.
Skinny’s ethos comes back to having customers who recommend the telco provider to friends and family. So Colenso went the extra step and created a highly targeted campaign with 46 different actors who you may very well know personally.
The idea is simple yet the execution is great, having 46 different Kiwis acting the same situation is enough to catch the attention of the viewer.
Hindi, Cantonese, Samoan, and Sign Language versions of the ad are running in prime-time TV slots without subtitles.
As well as the 46 TVC spots, in social media, those who missed out on starring in the TV and out of home executions can generate their own online ads, targeted to their friends and family.
Natasha Gill, TV producer at Colenso BBDO says although the campaign itself is simple, the process was not.
“This was the most complex campaign to ever blow through our building. Our tiny brains would melt every time we did the math on fitting so many people into a normal production timeline. But it was definitely worth it. Probably?”
Rachel Leyland of PhD Media agrees with Gill that the process was, “ridiculously hectic, but amazing to work on.”
“It’s personalization on mass, effectively turning out talent into our channels, with our job being to get maximum reach and LOLs with the people they know.”
Says Ally Young, brand lead for Skinny, “In a new world of social isolation and working from home, connection to our friends and family are more important than ever. This new campaign feeds directly into that insight – and is a playful take on the importance of social connection.”
Out of home placements feature recognisable faces from the community and are geo-located to reach those who are most likely to recognise them.
The campaign launches this 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.
Have a look at all 46 here, do you recognise anyone?
Credits
Skinny:
Ally Young – Chapter Lead – Brand
Hunter Haines – Brand Partner – Social
Frith Wilson-Hughes – Chapter Lead – Social
Janine Casis – Paid Social Partner
Otto Gebhar – Automation Analyst
Steve Imm, – Skinny Product Owner
Krissy Martin – Customer Marketer – Skinny
Shannon Evans – Skinny Mobile Product Owner
Steve Hay – E2E Journey Specialist
Gareth Killip – Chapter Lead – Skinny DevOps
Rhys Huber – Customer Marketer – Trade
Emma Biggs – Legal Business Partner
Ryan Drew – Chapter Lead – Performance Marketing
Agency: Colenso BBDO
Media Agency: PHD Media
Trade and Digital Agency: Platform 29
Production Company: Good Oil
Production Company: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Executive Producer: Andrew McLean
Managing Director: George Mackenzie
DOP: Crighton Bone
Production Design: Guy Treadgold
Editor: Simon Njoo
Post Production: Blockhead VFX
Colourist: Pete Ritchie
Online Editor: Richard Betts
Sound Design: Liquid Studios
Sound Engineer: Craig Matuschka
Executive Producer: Tamara O’Neill
Producer: Shirleyanne McDonald-Shaw
Photographer: Troy Goodall, Match Photographers
Retouching: Jason King, SixtyFour
Production Company: Good Oil
Director: Dave Wood
Executive Producer: Lee Thompson
Executive Producer: Andrew McLean
DOP: Crighton Bone
Editor: Simon Njoo
Colourist: Pete Richie
Online Editor: Richard Betts at Blockhead
Sound Design: Liquid Studios
Sound Design: Craig Matuschka
Music Producer: Tamara O’Neill
Music Producer: Shirleyanne McDonald-Shaw
Stills Production: Match
Photographer: Troy Goodall
Retoucher: Jason King at SixtyFour
