To make the young men of New Zealand aware of The Warehouse’s website (The Warehouse sells cheap items of all kinds).

Valentine’s Day can be an expensive time of year for guys. So we appealed to them by telling them how they could impress their girlfriends without spending a cent.

On our site, accessed by answering questions only guys would know, we explained how we were organising to fly a plane over various NZ cities with a romantic message trailing behind it. We then explained how the guys could take credit for it, and convince each of their loved ones that they did it just for her. We then let them know exactly when and where it would appear, ensuring they would look like romantic heroes when their sweethearts looked up and saw the lengths each guy had gone to, to express his love

Many guys discovered The Warehouse’s website for the first time. The website boasted over 44, 000 page-views with a 77% click-through rate. Over 8,000 people visited the site and it was voted ‘site of the day’ by Adobe.On Valentine’s Day, the stunt got over $200,000 worth of publicity with coverage on bFM, ZM and the Edge, as well as in the local papers. And thousands of guys got luckier than they could have imagined.