Road to APPIES APAC 2022: Friend-vertising – Gold winning campaign at APAC Effies 2021

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“Friend-vertising” is the sort of marketing campaign that every popular brand in the world can learn from. Not only has Friend-vertising won two gold awards at the APAC Effies 2021, but a Silver one as well.

The two Gold awards for Friend-vertising were under the IT / Telco and Influencer categories while the Silver awards was for the Asia Pacific Brands category at the APAC Effies this year.

Campaign Synopsis

Skinny may not have big budgets like their competitors, but what they do have is an army of New Zealand’s most happy and loyal customers.

And because recommendations from friends and family members are 92% more effective than regular ads, we decided that instead of creating one campaign telling the nation about Skinny’s low, low prices, we’d create 50.

Fifty identical campaigns, each starring a different happy customer from a different part of New Zealand, imploring their friends, family, and acquaintances to join them on Skinny.

The main agency behind this masterpiece of a campaign is Colenso BBDO, with contributions from PHD Media Auckland and Platform 29 N.

Source: Colenso BBDO

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit


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