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Skinny launches new brand look

Contributor:
Fuseworks Media
Fuseworks Media

Skinny has launched a new brand look via a campaign featuring a cast of familiar names.

We see Michael Jordon on court, Ben Affleck on set (later joined by Julia Roberts) and Jacky Chan busting moves against a shady opponent. Clint Eastwood rides up on a horse and Michael J. Fox climbs out of a genuine gull-wing car surrounded by fake smoke.

As far as celebrity endorsements go, you might be hard-pressed to see a little New Zealand telco land a more impressive line-up of big names.

However, there’s something a little off with the whole thing.

Where’s the polished acting and Hollywood smiles? Why are the campaign stars hesitant over their lines? Why can’t Michael Jordan get that ball anywhere near the hoop (and why is he talking about ‘grand slams’-a tennis term-instead of slam dunks)?

True to its low-cost, budget roots Skinny hasn’t set up multimillion dollar endorsements with actor Ben Affleck or Michael Jordan the basketballer player, but with Ben Affleck from Dunedin and Michael Jordan, the web developer from Kelston, Auckland.- Premium names for a small budget.

Add to the mix Rhys Darby, the farmer from Huntly, and we see Skinny’s classic cheeky tone hasn’t been lost in the new brand. If anything, says Skinny brand manager Ally Young, it’s just grown up:

"Something we found was that a lot of people remembered Skinny’s crazy, youthful beginnings and felt perhaps it wasn’t for them. But we’ve matured since then, so we needed our new brand to reflect that.

"We’re also more than just cheap prices-we’ve won a tonne of customer satisfaction awards, which indicate we have the happiest customers of any telco brand in New Zealand.-- So, we came up with a new brand look that clearly sets out what we stand for: that Skinny will do anything to keep prices low and customers happy."

As part of the new look, the brand said bon voyage to sketched cartoon characters in favour of a more refined logo. According to Young the new brand carries a more premium feel, but it’s basic enough to reflect the brand’s commitment to low prices. The same concept underpins the idea of sourcing everyday Kiwi customers with famous names:

"Premium brands often go in for big celebrity endorsements, so we wanted to bring our customers their favourite big names as well. We just didn’t want a big price tag-playing at the low end of town means our customers get to enjoy some of the sharpest prices available, and we won’t shift on that.

"The result is a great low-budget celebrity endorsement programme that’s a little cheeky but also a lot of fun."

The campaign will show up on TV, in cinemas, online video, billboards, digital placements, buses, bus stops, and on social media. Over the course of the campaign, it’s estimated 98% of New Zealanders will see it, making it the biggest campaign Skinny’s ever done.

To coincide, Skinny has also launched a new look website (skinny.co.nz) and is making improvements to its plans. A new $36 plan will get you 4.5GB rollover data, free voicemail and unlimited texts and minutes, while a new $66 plan will get you 30GB rollover data, free voicemail and unlimited texts and minutes. The rollover data in the $46 plan is also increasing from 10GB to 12GB.

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