To launch the British television drama Secret Diary of a Call Girl in New Zealand, agency DraftFCB had an ‘actress’ engage in call girl like behavior in a house window opposite a top radio station for three successive nights.
As expected the girl’s behavior caught the eye of the local DJ and he wasted no time in broadcasting his observations to the world. Other DJ’s nationwide also picked up on the story and talked about it for 72 hours. Then on the final night with public interest at its peak the ‘actress’ closed the blinds to unveil the message. 🙂
The countless listeners during this period generated thousands of Tweets and Facebook posts, helping make the premiere of Secret Diary of a Call Girl the most talked about premiere of the year.