Wireless that's actually wireless: Skinny launches broadband service—UPDATED

  • Advertising
  • January 18, 2016
  • Erin McKenzie
Wireless that's actually wireless: Skinny launches broadband service—UPDATED

Skinny is giving a new meaning to wireless broadband and hopes New Zealanders will switch to the truly cableless service.

The mobile company launched its broadband service below-the-line in December, targeting their pre-existing Skinny Mobile customers but now the general public has become the target market for the new broadband service.

However, you won’t see any TVCs for the campaign. Brand manager Ally Young says Skinny Mobile hasn’t been on TV for the last year, opting instead for digital, cinema, radio, direct comms and out-of-home advertising.

“We are a smaller company so we generally don’t have a huge marketing spend, the TVC is an expensive way of spending up all your money. We made the decision not to go on TV and decided we needed to get our dynamic message across somehow, that’s why we’ve put it into cinema and YouTube,” Young says.

Creative agency The Collective is behind the campaign's video.

The broadband service operates on the Spark 4G network, which means users need no additional cables. Setup simply requires plugging in the power cord.

Young says the appeal lies in not having to wait for a technician to get a connection to access the internet. 

Skinny has priced its deal at $55 for 60GB, and Young says this is more than sufficient for most households. 

“The average household will use about 45GB, so 60GB it’s good for ‘low user value seekers’.”

She also says the service is generally faster than ADSL but slower than fibre.

Though the campaign is aimed at the mass market, Young points out the easy setup will appeal to students, a target market for Skinny since the beginning.

It has also given the mobile company a new niche market, as the service will be particularly helpful for people who live on boats.

“They use data which is expensive and the marina WiFi is often far away from where the boat is berthed and the signal isn’t that great. This gives them a solid experience and a good connection,” Young says.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

MKTG announces Kimberly Kastelan as general manager

  • Advertising
  • February 15, 2019
  • StopPress Team
MKTG announces Kimberly Kastelan as general manager
Fleur Skinner, Kimberly Kastelan

Kimberly Kastelan is the new general manager MKTG in New Zealand, a promotion from her previous role as the agency's group account director. The appointment follows Fleur Skinner’s resignation.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit