A portrait of Sir Edmund Hillary, conqueror of Everest and New Zealand’s most famous living son, sits on every New Zealand $5 note.When ASB bank launched ‘Pago’, a world first technology that allows you to txt cash between mobile phones, we got permission from both Sir Edmund Hillary and the reserve bank to use the national currency as an advertising medium.

We put stickers of his pixellated image directly over the top of his portrait on NZ$5 notes.His pixellated portrait also appeared around town in a teaser flyposter campaign.In another world first, ‘Hypertag’ technology was used to turn bus shelters into cash machines when-during a three week radio promotion-listeners were alerted to a time and a place when a adshell would go ‘live’ for just one hour and would download digital cash to mobile phones.Not only that, inside Britomart Station in downtown Auckland, we created a unique 3D installation out of colour-coded books of post it notes.

The results:33% awareness objective in the first 3 months.Two months from launch 18 - 24 year old target audience knowledge of the service reached 40%. Within this group 89% accurately recalled the Pago brand.1200 subscriptions in the first week of launch - delivering a result 3 x higher than the original goal of 400.The stage one registration goal is 5000 (still in progress). Pago content was delivered to 3821 mobile phone handsets via bluetooth/infrared. - 76.4% of the subscription goal.