Deadline Express Couriers "Self destruct"

When Deadline Couriers give you a time, they actually mean it. To demonstrate this they chose to use a single billboard in the middle of the city to make a little noise. On it they placed a digital countdown clock, together with a promise that the billboard would self-destruct at zero hour. And at that exact moment, they blew it up - with nitramine dry powder, strobe grenades and smoke bombs. With a small budget (20,000 Dollar) a billboard was the most appropriate, most cost effective and most powerful medium to bring this idea to life. In addition to capturing 353,000 potential Deadline customers who drove past the site in the week leading up to the explosion, a live streaming webcam of the countdown linked to Deadline's homepage was seen by thousands more. Additionally the explosion was debated on blogs and picked up by the press and national television news. In total the billboard explosion was viewed by over a million people.

Agency: Colenso BBDO Auckland, New Zealand.