A courier company, Deadline Express Couriers, went for a self-destructing billboard as their ad campaign to underscore their company motto “ When Deadline Couriers gives you a time, they actually mean it.†The exploding billboard ad complete with a digital count-down went viral in New Zealand where this campaign took place.
The billboard displayed the text “ “This message will self-destruct in exactly . . .†to inform passers-by. Thousands of people gathered to watch it explode with even more spectators online. The ad cost only NZ$20,000 was which cost-effective as ad campaigns go.
