Password’s on the back

Out of Home Format/s
Digital Large Format & Classic Street Furniture

Campaign Details
Mercury, one of New Zealand’s biggest energy companies, now does broadband. To let people know we offer internet, we had to let them know we KNOW internet. So we turned one of the biggest billboard’s in the heart of New Zealand’s biggest city, into the world’s biggest modem. And like any internet modem, we put the password on the back. But we didn’t stop there. We turned a series of bus stops into internet hot spots to give kiwis across the country a chance to log onto our Mercury Modems for a chance to win something to take home. Most advertising specialists might say putting your message on the wrong side of the ad was marketing madness, campaign craziness or billboards gone bonkers. But, it worked, with thousands of people (and potential new customers) popping their heads around for a looksie and a log-in.

Judges’ Comments
Mercury’s “Password’s on the Back” campaign is a brilliant example of thinking outside the box. By turning a giant billboard into a modem and bus stops into internet hotspots, they not only caught eyes but also got people actively engaging. The quirky idea of hiding the password on the back was a fun twist that really worked. With 670 leads generated, it’s clear this campaign didn’t just stand out—it connected.

Category:
Out of the Box
Campaign:
Password is on the back
Advertiser:
Mercury
Creative Agency:
FCB 
Media Agency:
FCB