NZME and Skinny have joined forces to launch a ‘Skinny Friendship’ with The Hits Breakfasts hosts Jono Pryor and Ben Boyce.
As an innovative approach to content sponsorship, the Friendship has Jono and Ben on air, featuring caller topics, stories, experience and integrations all linked back to the values of Skinny.
“All great sponsorships are based on great partnerships, but the Skinny “Friendship” takes it to an entirely new level,” says NZME’s chief commercial and radio officer Wendy Palmer.
“It means we move away from the traditional ‘thanks to’ and ‘brought to you by’ credit and badging model. Instead Jono and Ben will share integrated content that focusses on supporting Skinny’s key messages of care, trust and credibility.”
The ‘Friendship’ so far has involved Jono’s daughter poppy putting together a Skinny commercial and a gag where Jono announced he has found a new sponsor for him, but not Ben.
When Skinny’s Ally Young joins the show, and announces she is friends with both Jono and Ben, the situation is soon resolved.
“Skinny isn’t your regular telco. We always do things a little bit differently and try not to take ourselves too seriously. Our Kiwi brand aligns with Jono & Ben’s Kiwi humour perfectly and we’re very much looking forward to having a few laughs with them,” says Young.
PHD Media took on the challenge of sharing Skinny’s motives of low prices and happy customers in a particularly Skinny way.
“Working with Skinny we always look at unique approaches and we knew a traditional sponsorship wouldn’t work. In close collaboration with NZME we developed a tailored-made concept of a “Friendship”, allowing Skinny and Jono & Ben to create a strong commercial partnership, but with our distinctive Skinny twist, said PHD Media’s Jas Gierlinski.
Jono and Ben started celebrating the ‘Friendship’ today and can be listened to Weekdays from 6am on The Hits Breakfast and iHeartRadio.