Campaign details
Brand: SkinnyBrand owner: Spark New ZealandEntrant company: Colenso BBDO AucklandMedia: PHD, AucklandPR: Drum, AucklandMarket: New ZealandSector: Telephone & internet servicesMedia channels: Content marketing, Online display, Outdoor,out-of-home, Programmatic display, Search marketing, Social media, Television, Word of mouth,influencersBudget: 1 - 3 million
Executive summary
Skinny was a little telco on a big growth mission. New Zealanders 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...