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Telethon/Pino Stylist/Sumo Wrestlers/Guinea Pig

Award: Wood Pencil

Wood Pencil / Direct / Moving Image / 2008

The aim was to communicate that throughout the month of November, Arnet 1 Mega was only $19.90. As the offer was on for a limited time only, we needed an idea that prompted people to call immediately. We thought it would be funny to make a charity-style telethon with ridiculous goals, like smacking a mime, getting a famous hairstylist to give kiwis haircuts, making a sumo wrestler race on horseback, and naming a guinea pig president of Arnet. The more people called, the more promises we fulfilled. The campaign was successful, contributing to record-breaking daily sales.

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