Colenso BBDO Auckland has been awarded a Grand Prix for Skinny, a campaign for a local mobile and broadband operator.
The award came among 36 winners at the second global WARC Awards for Effectiveness, in association with LIONS.
The mobile operator used a multichannel campaign based on local people with famous names to relaunch its brand and grew credibility, consideration and sales in New Zealand.
Skinny had a credibility problem as most people didn't think its network was up to scratch, even though it was Spark's network.
Skinny regained credibility and reduced customer churn by using New Zealanders with the same names as Hollywood stars in its content before inviting all customers to star in its 'Friendvertising' campaign.
Jury chair Suresh Balaji, APAC CMO, HSBC, said: “As a jury, we kept on coming back to the Creative Effectiveness Ladder, and we truly believe that with this work Skinny has established itself as a young icon.
“The longevity of the programme was clear and the work truly spoke for itself, with creative that was a joy to review.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.