Auckland, New Zealand – Telco provider Skinny has launched a new marketing campaign that allows customers to opt in to having short advertisements inserted into their phone calls, offering participants a chance to win various prizes.
The campaign introduces a system that places pre-recorded Skinny ads, lasting up to 10 seconds, into phone calls in real time. The system was developed by the technology teams at Colenso BBDO and Skinny. Customers who choose to participate can increase their chances of winning prizes by making more calls through the platform.
“A corporation putting ads in the middle of my phone calls? I’d never allow that. Unless of course a chest freezer of sausages was up for grabs. By using our customers’ phone calls as a free media channel, we can get our great offers in the ears of the rest of New Zealand, and for being part of it, our co-conspirators can win things they’ve always wanted, like frosted tips for their family.” says Hadleigh Sinclair, group creative director, Colenso BBDO.
Participants can join the campaign by texting “HAPPY” to 414 and following a series of prompts before being connected to the person they intend to call. During the conversation, short ad breaks promoting Skinny’s offers may play.
The campaign includes a range of prizes, including a jetski, a ride-on lawn mower, hairline treatments, and a year’s supply of rotisserie chickens.
“It’s been incredible to help develop an entirely new media channel and leverage innovative placements and partnerships to bring the idea to life. It’s a brilliant showcase of what true collaboration can achieve,” said Philippa Allnutt, creative integration lead at PHD.
Skinny said the campaign continues its broader marketing approach aimed at keeping costs low while engaging customers through unconventional campaigns. The brand noted that its customers have been named “New Zealand’s most satisfied telco customers” for 11 consecutive years.
The campaign will run nationwide for four weeks across paid, earned, and owned channels, with the core activation taking place through participants’ phone calls.
“This is Skinny at its best; smart, fun, and a little bit unexpected,” said Hannah McLean, brand partner at Skinny. “We love the idea that our customers can just pick up the phone, have a laugh with a mate, and maybe walk away with something pretty awesome.”
