Did you know recommendations from family or friends are more 92% more effective than regular advertising? And since everyone in New Zealand knows someone who knows someone, we figured that Skinny's lovely, happy customers were the perfect people to help us tell the country how good Skinny are.
Friend-vertising is a highly targeted direct campaign that operates at a national broadcast level, aiming to reach everyone in NZ via someone they know. 46 unique TV ads, each featuring a different everyday person.
Director: Dave Wood
Photographer: Troy Goodall
Photographer: Troy Goodall
Campaign Case Study
TV ads. Heaps of them.
Print & outdoor, localised to each friend-vertiser's home town.
Some awesome frames from the films.
Awards & Recognition:
Cannes Lions
Bronze - Innovation in Film
Bronze - Creative Strategy
Shortlist - Audience Insight
Shortlist - Customer Services
Cannes Lions
Bronze - Innovation in Film
Bronze - Creative Strategy
Shortlist - Audience Insight
Shortlist - Customer Services
Caples Awards
Silver - Integrated
Shortlist - B2C
Silver - Integrated
Shortlist - B2C
Spikes Asia
Silver - Integrated Media
Bronze - Brand Experience & Activation
Silver - Integrated Media
Bronze - Brand Experience & Activation
Clio Awards
Bronze - Direct Film
Bronze - Direct Film
The One Show
Merit - Innovation in Direct Marketing
Shortlist - Targeted Online Video
Merit - Innovation in Direct Marketing
Shortlist - Targeted Online Video
Axis Awards NZ
Gold - Direct Campaign
Gold - TV, Cinema or Online 30 or Below Campaign
Silver - Direct Digital
Silver - Direct Broadcast
Silver - Social Media Campaign
Silver - Influencer
Silver - Social Video
Silver - Creative Use of Media (Integrated)
Bronze - Digital Use of Video
Bronze - Out of Home Campaign
Bronze - Integrated Campaign Lead by Brand Experience & Activation
Executive Judge's Choice - Innovation
Asia Pacific EFFIES
Gold - IT/Telco
Gold - Influencer
Silver - APAC Brand
Gold - Direct Campaign
Gold - TV, Cinema or Online 30 or Below Campaign
Silver - Direct Digital
Silver - Direct Broadcast
Silver - Social Media Campaign
Silver - Influencer
Silver - Social Video
Silver - Creative Use of Media (Integrated)
Bronze - Digital Use of Video
Bronze - Out of Home Campaign
Bronze - Integrated Campaign Lead by Brand Experience & Activation
Executive Judge's Choice - Innovation
Asia Pacific EFFIES
Gold - IT/Telco
Gold - Influencer
Silver - APAC Brand
New Zealand EFFIES
Gold - Best Strategic Thinking
Silver - Most Effective Use of Integration
Silver - Consumer Services
Silver - Most Progressive Campaign
Gold - Best Strategic Thinking
Silver - Most Effective Use of Integration
Silver - Consumer Services
Silver - Most Progressive Campaign
Global EFFIES
Global Grand Effie
WARC Global Creative Effectiveness Awards
Grand Prix
Global Grand Effie
WARC Global Creative Effectiveness Awards
Grand Prix
