ABOUT

New Zealand is home to Skinny Mobile; a low-cost telco with only a 10th of the ad spend of their nearest competitor. Seen as a small market player, it was hard enough for consumers to even know about them, let alone consider joining them. But those that did join Skinny loved them, which is why, despite having only 23% awareness, they had won the Consumer NZ’s People’s Choice Award 5 years in a row. That’s why our brief was simple; take the smallest brand, with a tiny budget, in one of the world’s most tight-knit countries, and grow them into a mass-market player.