Skinny Mobile is always looking for ways to save money and pass those savings onto customers. Instead of paying celebrities to feature in its ads, Skinny open sourced 34 bespoke radio scripts as OOH placements so anyone could record them on their mobile – for free. Each script was contextually relevant to its location, and included a phone number that took callers to an answering machine. From there, the recordings were dispatched as radio ads. The result was an OOH campaign that doubled as a radio campaign and tripled as Skinny’s most effective recruitment campaign ever.
AWARDS
– Radio & Audio Grand Prix at the Cannes Lions 2023
