A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Monday, February 20, 2006

Shit, sorry, just found this on the floor by the fax machine

I was out having my breasts done this afternoon. Soooo sorry bloogers. It came from Mr Gapes at Ad Media and he faxed it out us as a special update. Sorry it is so late. I think a lot of you would have already got it. Sorry.


The fax reads:


From: Jenene Crossan [mailto:jenenec@xtra.co.nz]
Sent: Friday, 17 February 2006 2:15 p.m.
To: David Gapes
Subject: FW: Fastline update #662

Admittedly, I smiled at the NZ Truth-like headline in the NBR (17/02/06 edition)…“nzgirl’s naked man ad hoax exposed”. I suspect my grin was not the reaction the author was hoping to raise from me. The reality is everyone should have worked out by now that it was a hoax. Surely you didn’t need the paper to tell you that. In all seriousness, if you got sucked into believing that the viral clip portraying the moments after the alleged incident was true, then it may be best that you reconsider the amount of reality TV that you’re ingesting.

There has been much debate over this year’s nzgirl Big Day Out stunt; with more talk than any of the other years combined (is all pr good pr?). I’m not overly surprised by any of this, or that the advertising industry is up in arms about it. When the NBR approached David Walden, he questioned advertiser benefit, wondered why we would do it. While I would never suggest that Devo maybe somewhat miffed that he was seriously taken in by the whole affair (thanks for that phone call mate, I knew I could count on you in the ‘bad’ times), others saying it was the sign of a self indulgent agency.

The industry has been waiting with baited breath for a fall and they got it. It didn’t take much convincing, some of you made up your own version of events. Who was it that saw Paul Catmur ‘visibly shaken’? What a pack of gossips, you couldn’t WAIT to tell anyone who would listen to you about it. I fielded dozens of phone calls from concerned ‘friends’….all after the lowdown. I can assure you that this went much wider than ‘industry only’ (who’s calling who self indulgent?) Look, I know you’re all demure little kittens that don’t get out much – but I know some of you told a few mates outside of work.

And then, exactly how annoyed were you to find out that you were creating the campaign? That every time you opened your mouth or posted on a forum you were making it bigger. What’s the suitable reaction to being sucked in? Bitch. Moan. Slag it off. Tell everyone how much it sucked.

People love gossip. People love to spread vicious rumours about each other. Take down those who are getting a little ahead of their station. And whilst the industry did a stellar job of passing it on – and we are very much indebt to you all for your efforts – we can thank the press coverage, nzgirl’s own 150,000 unique visitors p/month, ZM and George FM that this baby went gone far and wide.

As the advertiser who paid for the campaign, I can say that it has been an interesting experience and admittedly not without its flaws. The challenge to measure pass-on has been hard – we are reliant on forums and emails to keep us in the loop.

At this point, I’d like to pose a question back. How far would you expect a $10k budget to take you? How many marketers would be satisfied that a budget of that size (which wouldn’t pay for the catering on a TVC shoot) managed to make the papers several times, reached two youth targeted radio stations, was the subject of numerous forums and one of the most talked about subjects post the BDO.

My objectives were to reach new members, increase awareness and reach advertisers. Well, we know we covered off agency well and truly and I can report that sales are up. Membership increases around 1500 p/month and our awareness is at an all time high.

Looking at it that simply, I’m pretty satisfied.

I do wish to clarify thought that we were at pains not to waste any official time with this campaign, this was discussed in detail at the planning stage and we have been very clear with the Civil Aviation Authority that it never happened. Also, it pays to keep in mind that we only told a HANDFUL of people that it had gone wrong – we never mentioned any kind of serious injury. Chinese whispers work. The CAA didn’t believe us that we didn’t do anything wrong, because the media KEPT ringing them. Some journalists were just not willing to believe the facts in front of them – that no one saw the helicopter, no one saw the naked man, no one saw the accident, no one saw the injury, there was no air traffic control report, there was no helicopter hired, there was no stunt. Yet, they kept ringing the CAA back. Talk about a dog with a bone

And now we start to get to the bottom of why we did it.


More at ...






Anonymous Anonymous said...

nz girls rack off.

7:51 PM NZDT

Anonymous Anonymous said...

I'll just check my implants.

7:52 PM NZDT

Blogger nzcreativecircle said...

For ALL you bloogers who dissed my boobies...I just can't wait til the bandages come off. You however...

Heidi x

9:43 PM NZDT

Anonymous Anonymous said...

oh my god, What a load of shit. oh, my, god...oh my god. FUCK, you are the world psyco analist of the industry, yet you don't work in it. oh, oh, oh, my god.



oh my GOD. this is em, brassing.

11:38 PM NZDT

Anonymous Dr Nick from LA said...

Dr Nick said...


Please explain. You're not making a lot of sense. Would you like to talk? Off line of course.

Dr Nic from LA

nzcc cognitive therapist

3:00 AM NZDT

Anonymous Anonymous said...


8:43 AM NZDT

Anonymous Anonymous said...

Sorry J,

But you exposed your real intentions in the video message before the event 'happened'.

It's not an ad for NZGirl readers, it's a scam made for the sole purpose of another trip for yourself to Cannes.

As for all the old people in ad agency's who you say complained about the stunt, I feel I must point something quite obvious out to you: Most of the people who said it was shite were younger than yourself. This, my dear, puts you in the precarious position of being out of touch with your audience.

Anyhow, perhaps you should question the CD of your agency about his age. I think it's probably double the age of the creatives who gave you arse about the idea.

So, shouldn't you then follow your example and go to an agency where the collective average age of the creative department is younger than yourself?

Perhaps you might have to accept Mr Walden's offer, or perhaps work even harder on making your retirement plan pay off.

Still, as an idea it's good and I tip my hat to the DDB creatives. But as an idea that's supposed to build your business, it fails.

8:45 AM NZDT

Anonymous Anonymous said...

she's only 27 or is it 25? what are you going on about?

8:55 AM NZDT

Anonymous Anonymous said...

re: 8.45am

Surely the purpose of a campaign of any description isn't necessarily only for your current customers, but to attract new customers.

I don't know their stats, but I'm willing to bet dollars that their traffic has increased as a result of this year's campaign.

8:57 AM NZDT

Anonymous Anonymous said...

If the site was: 'nzmostlymalecreativeswhowanttoseehowaPRstuntthatstryingtobefobbedoffasanadvertisingstuntinordertowinawardswentwrong.co.nz' then maybe the increased traffic would be relevant...

9:37 AM NZDT

Anonymous Anonymous said...

I can see how they thought it might have worked, and it wasn't a bad idea, but this is just embarrassing. I bet Catmur was cringing when he read this.

9:42 AM NZDT

Blogger nzcreativecircle said...

Heidi is taking a couple of days off. She's been working very hard. The fax has been running hot. She's hot. She clearly needs to cool off, til the bandages come off.


10:29 AM NZDT

Anonymous Anonymous said...

Yes, we've all talked about it. How the fuck do we know no one else is. We're all such self-obsessed fuckwitts.

10:31 AM NZDT

Anonymous Anonymous said...

Don't take the bandages off Heidi.

10:34 AM NZDT

Anonymous eatshit said...

I've noticed you've stopped putting your name on your posts but there is still something distinctly karl about your anonymous postings...


Pull your head in. It's not just good work it's great work. It's different and it's original. In saying that it's no suprise you didn't get it.

2:59 PM NZDT

Anonymous Anonymous said...

one of those was mine. Not Karls.

3:30 PM NZDT

Anonymous Anonymous said...

Another one was mine. Not Karls.

3:40 PM NZDT

Anonymous Anonymous said...

By the way, PR companies have been doing this sort of thing for years so I'd have to dispute the 'different' and 'original' comments.

3:42 PM NZDT

Anonymous Anonymous said...

Concert promoters like at the Mission vineyard who have concerts every year put out rumors about the artists that are playing. This year everyone thought it was a huge band I can't recall, they sold out in pre sales. Then it was announced that it was Olivia Neuton John and Chris DeBurg. Smart, but people will be a lot more careful this year.

4:05 PM NZDT

Anonymous eatshit said...

So you reckon you're not karl... what's next - you don't work at mojo either?

4:07 PM NZDT

Anonymous Anonymous said...

um...yeah, but nah. really different examples folks. but nice try.

4:07 PM NZDT

Anonymous Anonymous said...

So, with all this 'it's crap' and 'it's great' about the nzgirl campaign, is anyone willing to proffer suggestions on what campaign might collect awards this season?

4:17 PM NZDT

Anonymous Anonymous said...

i reckon catmur's grinning like a cheshire cat, this would be appealing to his sense of humour

4:18 PM NZDT

Anonymous Anonymous said...

I've never seen him grin.

4:29 PM NZDT

Anonymous Anonymous said...

I've seen him scowl a fair bit.

4:32 PM NZDT

Anonymous Anonymous said...

He's rather like the Mona Lisa of CDs

5:02 PM NZDT

Anonymous Anonymous said...

um this is a load of navel gazing shite. the only reason anyone in the industry gives a flying fuck about nz girl is that it has picked up some awards in the past for ideas that in my opinion weren't deserving of the awards they garnered. this however was shite despite what crossan may say. can we just move on, if only so we don't have to listen to any more of her self promoting shite.

5:18 PM NZDT

Anonymous Anonymous said...

suspect 150,000 visitors may think otherwise. must suck being as bitter as you

5:40 PM NZDT

Anonymous Anonymous said...

not bitter luv, just over being lectured and labelled a 'pack of gossips' by an nz slapper who thinks she's a creative. get over yourself.

7:58 PM NZDT

Anonymous Anonymous said...

7.58 pm...5.40pm is male (but guys can be called slappers i guess)

7:41 AM NZDT

Anonymous Anonymous said...

7.58 - Knowing JC and seeing what she's achieved with her business, I can tell you that she is a very creative lady. And combined with the team at DDB I think that's one of the reasons why their three campaigns have been so successful... the fact that JC is a client who's willing to push the envelope a little and give talented people like Bridget and Regan the chance to achieve something special.

Doesn't every creative wish they could have a client like that?

And I really do love how you take offence at being called a 'pack of gossips' and proceed to then call JC a slapper. Hmmmmm. I'll give you the benefit of the doubt and presume that JC's seen fit to give you a five-fingered swat on the cheek in the past, something you more than likely deserved!

Finally, isn't it about time we started talking about other campaigns? Or is there nothing worthy out there?

8:28 AM NZDT

Anonymous Anonymous said...

I think Bridgette is something special.

Not sure about Regan, I ain't seen him in a bikini yet.

9:02 AM NZDT

Anonymous Anonymous said...

I suspect that 99% of the positive comments on here are from the people involved. I also suspect if JC wasn't so obsessed with the ad industry there wouldn't be so many negative comments. People aren't slagging this off because it was terrible, because it wasn't, but no one has ever talked up their own work so much ever before. Even the self importance of thinking that everyone was waiting for a BDO stunt was way off the mark, and it showed.

10:13 AM NZDT

Anonymous Anonymous said...

what makes you think they're talking it up at all? this is an anonymous site and nothing to say JC has been on here at all. Having met the lady i reckon she'd be the type to say it was her.

11:21 AM NZDT

Anonymous eatshit said...

Dear 10:13am mate, the hyping up of the stunt by JC on this site was all part of it all don't you think? It wasn't about her self importance - it was the bait used to catch you jealous fuckers who wanted to see the crew at DDB to fail.

I think your wrong about your '99% of people who like this work at ddb' too...

I love it and I don't work there - so i'd say it was a shit idea if I thought it was.

I think it's prob just 99% of people who work with you at mojo.

Get over yourselves fellas, it's work like this that will hopefully pick up awards for nz overseas.

12:02 PM NZDT

Anonymous Anonymous said...

I think it is not well targeted communication.

Q: Has Dolly, Flipside or Cleo covered the stunt?

A: No.

12:51 PM NZDT

Anonymous Anonymous said...

Dear Retard,

Why would a magazine promote a rival magazine's story?

12:57 PM NZDT

Anonymous Anonymous said...

and flipside isn't even on telly (like for over 6 months)...just as well you're a creative in touch with your audience

1:14 PM NZDT

Anonymous Anonymous said...

Oh, so nzgirl is a magazine now. A stunt that's not a stunt and a website that's a magazine. Will this trickery ever end.

1:36 PM NZDT

Anonymous Anonymous said...

eh? are you really that stupid?

1:39 PM NZDT

Anonymous Anonymous said...

omg there are some fucking tards posting seriously

3:07 PM NZDT

Anonymous CSI ?! said...

OK, it is getting a bit boring baiting nzgirl, so this will be my last word on the matter.

JC, you state in your letter to David "who was it who saw Catmur visibly shaken..bla..bla..bla... What a pack of gossips"

Well funnily enough it was you, not any of us who said that. In your post "nzgirl - What happened?!" you used a ? and an !. The post after which portrays an anonymous person knowing lots but gagging for more details also uses a ??!!, and goes on to say Catmur was seen visibly shaken.

Please explain?!

Go back and look at the old posts, as I sadly have enough time to do. You will realise that no one was ever sucked in and you were rumbled long ago.


4:17 PM NZDT

Anonymous Anonymous said...

I think it's pretty rank of JC to make the mother of all assumptions that each and every person in advertising bagged the campaign. I wasn't 'sucked in' and I didn't 'bitch, moan or slag it off' and I'm sure I'm not alone.

Did it even warrant a press release? I think not.


9:55 AM NZDT

Anonymous Anonymous said...

I think she was taking a pop at the people who were rude about it. probably were only a couple of people on here

10:22 AM NZDT

Anonymous Anonymous said...

or more to the point, were rude about her as opposed to the campaign (some seriously nasty comments were made in early threads)

10:23 AM NZDT


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