Know What's Happening in Marketing

TXT ‘HAPPY’ to 414: Skinny Turns Customers’ Calls Into Ads in New Campaign via Colenso BBDO

New Zealand telco Skinny, partnered with Colenso BBDO, launched a four‑week campaign that inserts short pre‑recorded ads into customers’ phone calls. Participants text “HAPPY” to 414, opt‑in, and receive up to 10‑second ad breaks during calls, earning entries to win prizes such as a jetski, lawn mower, hairline treatments and a year’s supply of rotisserie chickens. The initiative creates a novel, low‑cost media channel that leverages existing call traffic to amplify Skinny’s offers. The campaign builds on Skinny’s history of unconventional marketing and reinforces its position as New Zealand’s most satisfied telco for 11 consecutive years.