Telecom wanted to pre-launch its new T-Stick - mobile broadband for Macs - to the New Zealand creative community. They wanted Mac-loving early-adopters and technology trend influencers (ie creatives) to find out about it first to start creating buzz and word of mouth. To achieve this, Telecom wanted to engage top industry creatives and ad agency decision-makers.

77 prominent creatives, representing all of New Zealand’s leading agencies, were sent a life-size inflatable “creative body double” to help them escape from the office without anyone realising they were gone. It directed them to noonewillknowyouaregone.com where they could find out more ways to get out of the office – the T-Stick for Macs being most effective. At the same time, ad agency decision-makers were sent a cheeky “Out of Office” email notification signposting them to the same site.

The results exceeded all expectations. Email click-through rates were 15 times industry standard. 33% of DM recipients registered online but, more importantly, so did their colleagues. 680 creatives and ad industry types including top ECDs, CDs, CEOs and MDs (not to mention RSVP judges!) went online to noonewillknowyouaregone.com, with over 70% going on to register to win a T-Stick prize package.

The leads generated were not only of fantastic quality (the registration list was a veritable who’s who of the creative industry) but also quantity – considering the entire NZ industry numbers less than 2,900 people.