The Stunt That Never Was

Background

nzgirl is an online youth magazine that celebrates the strong 'don't mess with me' attitude of New Zealand girls. They went to DDB New Zealand in 2004 with a US$5,000 budget and asked them to get 20% more visitors to their website. DDB New Zealand did not disappoint. The 2005 stunt proved even more successful. This year, the aim was to continue the hype around nzgirls that had been caused by the previous two years’ stunts at The Big Day Out. DDB New Zealand were given just US$4,000 to do this and increase memberships and advertising on the site by 5%.