The campaign theme developed was Earn Your Thirst. But unlike the typical promotion, we set out to make this one so difficult to participate in, it would deter only the most committed (while entertaining the rest). A small budget stretched to two OOH executions and a single magazine execution, each offering a free bottle of Pump water for anyone who could achieve the next-to-impossible - cut out a car-sized coupon on top of a building… scale a wall to leave your name… spend hours hand-making an envelope. In short, we were going to make people earn their thirst.

Over 900 magazine coupon responses have so far been received, most of them in handmade envelopes. It cost people more to mail these coupons than the water was worth. The giant OOH coupon was clipped two weeks after going up. The vertical poster was filled in by a bloke called Johno. None of these responses were managed: real people really did this stuff. But you have to remember, this is New Zealand, and everyone’s a bit mad here. Early brand-tracking results are showing increased equity scores in ‘a brand for me’ and ‘a brand worth paying for’.