Skinny – Friendvertising

Welcome to Friend-vertising.
The campaign that aimed to reach everyone in New Zealand with an ad featuring someone they knew.
Word of mouth is 83% more effective than advertising, and everyone in New Zealand knows someone who knows someone.
So this campaign aimed to reach everyone in New Zealand with an ad for Skinny, fronted by a person they knew.

A highly targeted direct campaign that operated at a national broadcast level.

Friend-get-nation, if you will.

See full suite of films below.

AWARDS:

CANNES Lions:
Bronze – Innovation in film.

GLOBAL Effies:
Grand Effie – Global.

APAC Effies:
Gold – Influencer
Gold – IT / Telco
Silver – Asia Pacific Brands

New Zealand Effies:
Gold – Best strategic thinking
Silver – Consumer Services
Silver – Most Effective Use of Integration
Silver – Most Progressive Campaign

WARC Global Creative Effectiveness Awards:
Shortlist – Collaboration & Culture

CAPLES Awards:
Silver – Integrated
Shortlist – Digital B2C

ONESHOW Awards:
Shortlist – Innovation in Direct Marketing.
Shortlist – Targeted Online Video.

CLIO Awards:
Bronze – Direct film.

SPIKES Asia:
Silver – Integrated Media.
Bronze – Brand Experience & Activation.

NZ AXIS Awards:
Gold – Direct Campaign.
Gold – TV or cinema 30’ or below.
Silver – Direct Digital.
Silver – Direct Broadcast.
Silver – Social Media Campaigns.
Silver – Influencer.
Silver – Social video.
Silver – Creative Use of Media (integrated).
Bronze – Digital Use of Video.
Bronze – Out of Home Campaign.
Bronze – Integrated campaign led by brand experience & activation.