CLIENT
Spark New Zealand
Ally Young, Chapter Lead - Brand Marketing
Sarah Williams , Tribe Lead Brand Experience
Frith Wilson-Hughes, Chapter Lead - Social
AGENCY
Amy Pollok, Senior Planner
Beth O'Brien, Creative Director
Thom Darlow, Creative Director
Elsi Gibbs, Business Manager
Kat Tadaki, Art Director
Michael Swinburn, Senior Copywriter
Emma Carpenter, Business Director
Simon Vicars, CCO
Natasha Gill, Head of TV
Serena Fountain- Jones, Delivery Director
Josh Hart-Vrijkotte, Designer
PHD Media
Platform 29
Good Oil
Lee Thomson, Producer
Andrew McLean, Executive Producer
George Mackenzie, Managing Director
Dave Wood, Director
Liquid Studios
Craig Matuschka, Sound Engineer
Tamara O'Neill, Executive Producer
Shirleyanne McDonald-Shaw, Producer
SUMMARY
Skinny was a little telco on a big growth mission. NZ knew us as a low-cost brand, and assumed we had a low-quality network. Our consideration was half that of our nearest competitor. But you can’t just tell people you’re a credible brand. People don’t trust brands…they trust other people. So we used our superpower – our devoted customers. They would convince the country to consider us. By unleashing the cult, we grew our credibility, AND our consideration. But more importantly, more customers joined the Skinny cult than ever before.
