Instead of paying celebrities or professional voice artists to record its radio ads, low-cost mobile phone operator Skinny turned to its target market – the public. How? By placing the scripts where everyone could see them, on posters and press ads, and inviting people to phone in and read them aloud. The result: more than 2,500 ads recorded by obliging Kiwis. Not to mention new customers, sky high engagement and industry awards – including a Grand Prix at Cannes in Radio & Audio (2 Gold Lions 4 Silver and 2 Bronze during the week).
Congrats and good call Colenso BBDO!