To get the ad industry talking, we created intrigue by seeding different messages about how to get out of the office so that no one will know you are gone.1. Leading creatives received life-size inflatable “creative body doubles” to help them escape the office unnoticed.

2. Ad industry heads received what appeared to be their own Out of Office Notification. (It recognised they were probably in the office, but notified them it could be different.3. Ad industry publications circulated a folded “Back in 5” post-it note, which revealed “Back in 5… days”.All signposted to noonewillknowyouaregone.com.

What equated to almost a quarter of the entire New Zealand ad industry responded to the promotion.

680 creatives and ad industry folk including top ECDs, CDs, CEOs and MDs, visited noonewillknowyouaregone.com, with over 70% going on to register to win a T-Stick prize package.• Email open rate of 48.45% (over double industry standard) and click through rate of 61.7% (15x industry standard).• 33% of DM recipients registered online. Creative body doubles appeared at agencies and industry functions, acting as ambient billboards. Media and blogs picked up on it, giving T-Stick the pre-launch buzz Telecom wanted.