An award-winning summer campaign for Skinny Mobile

Skinny Mobile were losing their biggest retail partner right before Christmas. To offset this, they needed a campaign that would grow their customer base over the summer. Skinny Mobile asked us to deliver.

Getting ready for the Freekend

Skinny knew that kiwis love staying connected over summer. And that having loads of data makes it easier to keep in touch. The idea was simple, offer customers the best summer deal ever – free data weekends. We named it Freekends for short.

Poster Background

Freekends in unexpected places

We produced creative for digital, social, OOH, press, and television, that generated results. Freekends also went outside usual channels and showed up in surprising places. We Freekends-customised dairies, guerilla marketing in malls, stickers on footpaths, and interactive billboards.

Unexpected Freekend-sharing competitions on social media, drone messaging, and aeroplane banners worked awesomely.

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Freekends in the air and in supermarkets.

Freekends went super-well

Freekends was the most successful campaign in Skinny Mobile’s history. A whopping 48,605 customers joined Skinny Mobile, exceeding the goal by 20%. And all that done within budget and deadlines

Freekends won gold at the Effies

The industry recognised the effectiveness of Freekends. At the 2018 Effie Awards, Freekends won three gold and a silver metals. It picked up gold metals for Short Term Success, Most Effective Integrated Campaign, and Consumer Services. For Best Strategic Thinking, it received a silver metal.


Platform29 are ready to go,
jump through hoops and
perform the ridiculous at
the drop of a hat.

Ally Young, Skinny Mobile