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Death-Defying Marketing

Media Stunt by New Zealand News Site Gets Great Word-of-Mouth

Published on .


For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Stuff, the New Zealand news and entertainment website, isn't prepared to let its reputation hang in the balance, but its reporters? Well, that's a different story. To show how determined it is to break the big stories first, Stuff pushed one of its staff members off a balcony.

As a shocked crowd gathered to watch a reporter hanging precariously over a busy Wellington street, a banner unfurled with the slogan "If our team don't break stories first, there are consequences." The relieved onlookers realized the staff member was really a stuntman and snapped away on their cameras, creating great word-of-mouth for the brand.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

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