During a period of 2 months, more than 20 events were organised. After the show we consequently distributed IKEA catalogues in front of the cinema. Through television, magazine and newspaper coverage nationwide, we reached 60 million people, which converts to a media fee value of 1. We reached a TOM of Just like the government officials the passers-by had to make a tough, life changing decision based on just a few simple facts:
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The show had a successful season. Ts everyday lives through a multi-layer syndication deal with Time Warner, leveraging several properties: Ts attention to the IKEA products. Ts Gin was in long-term decline.
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We documented the whole event and kept New Zealand updated with TV, outdoor and a website. We partnered with The Tyra Banks Show to create two full on-air segments totalling over 18 minutes of in-show airtime dedicated entirely to our brand. The stunt was picked up by several news programs, newspapers, weblogs, etc.