Radio and Audio > Radio & Audio: Sectors

STRIP CLUB

COLENSO BBDO, Auckland / SKINNY / 2023

Awards:

Grand Prix Cannes Lions
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Overview

Credits

Overview

Write a short summary of what happens in the radio or audio work.

Skinny is a New Zealand mobile company that’s committed to providing great value for their customers. We created ‘Phone it In’, an outdoor campaign that doubled as a radio campaign by inviting Kiwis to record radio ads on their mobiles – for free.

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.

It included a phone number for the public to call and record the script into an answering machine.

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

Translation. Provide a full English translation of any audio.

Strip Club, 30”

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!

Background:

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 campaign that furthered Skinny’s mission to keep prices low while making the product (mobiles) integral to the idea.

So we launched ‘Phone it In’, a low-cost, interactive campaign that let Kiwis record Skinny radio ads on their mobile phones (for free), removing the need for expensive voice talent and pricey recording studios.

Describe the Impact:

What we ended up with was a nation-wide out-of-home campaign that doubled as a radio campaign that became Skinny’s most effective recruitment campaign ever.

2,560 radio ads were recorded by ordinary New Zealanders, equating to 22 hours of content that didn’t cost us a cent to record.

65% of calls came from Skinny’s competitors’ customers. This was an important result because growth for Skinny relies on finding ways to broaden their audience and engage new people.

We saw Skinny acquisitions go up 34%, while in the same period, churn went down 26%.

In an era where user-generated content for brands feels dated, we turned up with a real-world user-generated content campaign, and it worked.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

N/A

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