The objective was to dramatically raise awareness of Orcon, a New Zealand Internet provider, and their super-fast broadband offering.We did this by product demonstration with a twist. In a world first event we invited New Zealanders to come forward and audition to play live with Iggy Pop online, via Skype, and re-record his iconic track The Passenger.We then simultaneously linked 9 New Zealand musicians from their NZ homes to Iggy in his studio in Miami to create a totally unique arrangement of The Passenger. The content was then used to create a truly original campaign of TV commercials.

Iggy was keen on the collaborative and technological nature of the project right away.For the live event, a prodcution team from NZ went to Iggy at Crescent Moon Studios, Miami. They set up 9 laptops running a live connection through Skype. Another production team was set up at the Production company offices in Auckland NZ.

One person production teams went out to the homes of each of the 9 band members around NZ, to oversee the audio/visual technicalities. The captured audio content was re-mixed at Roundhead Studios in Auckland.

The campaign caused an explosion of interest when it launched. It was picked up by national press, prime time current affairs TV shows, websites and blogs all over the world. Orcon’s put on 1000’s of facebook friends in just 2 weeks.We received 200 auditions in 10 days, which were viewed over 100,000 times. The campaign generated over $650,000 of unpaid media coverage before the TV ad had even run.Sales after the campaign now exceed daily sales targets by 3 to 4 times.

This was a product demonstration aimed at broadband users who are leading 'digital' lives. The campaign's central Facebook app tapped into the digital lifestyle of our target market perfectly, allowing them the spread the word through their social networks.