How to turn a brand perceived as cheap into one considered awesome

Skinny Mobile
Written By On Strategy Showcase

Amy Pollok
Planning Director
ColensoBBDO
New Zealand

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Ally Young
Brand Marketing Lead
Skinny Mobile
New Zealand

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Skinny Mobile, originally a youth brand, needed to explore a way into the general market to return to growth, but brand perception got in the way. ColensoBBDO and their client share the award winning strategy that flipped a negative using two campaigns built off the same brand proposition: "Skinny will do anything to keep prices low and customers happy."

 

Below are case study videos for each of the two campaigns. The first is for “Famous Names,” the second for “Friend-vertising.”

 
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