Skinny is a New Zealand mobile company with a track record of saving customers money through smart and thrifty advertising hacks. We understand that when Skinny spends big money on advertising, it’s their customers that ultimately pay the price.

The brief was to create a low-cost, interactive campaign that furthered Skinny’s mission to keep prices low while making the product (mobiles) integral to the idea.

Phone It In was a nationwide out-of-home campaign that consisted of 34 bespoke radio scripts placed at hundreds of locations across New Zealand. Each script came with a phone number that anybody could dial and then record the script directly into an answering machine…for free. The recordings were then dispatched as radio ads.

To keep prices low, Skinny has printed this radio script on a wall next to an exotic dance club that I definitely wasn’t just visiting, in the hope that someone like me might call the number provided and record it on their mobile for free, saving Skinny thousands on recording costs.

I might be in a questionable part of town making questionable decisions, but there’s no questioning Skinny’s great prices and incredible mobile network. What are you waiting for? Get the Skinny!

Dozens of highly contextual, location-specific scripts were spread across the country as OOH, referencing everything from the German cars of an affluent suburb to the dimly-lit carparks of a dodgy part of town.

In this execution, a script was placed outside a strip club. The copy was written specifically from the POV of anybody who was visiting.

We dressed our low-price messaging with references to the location and by exaggerating the character of the performer (in this case, their reluctance to admit they're at a strip club).

The scripts always came full circle, ending seamlessly on a message about Skinny's dedication to great value.

The person recording the ad became a free spokesperson for Skinny’s mission to do anything to keep prices low.