# Exploding Billboards Deadline Express Couriers Explodes Their Message By Pearl | Published 2008-08-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/exploding-billboards-innovative-marketing References: [inventorspot](http://inventorspot.com/articles/innovative_advertising_exploding_billboard_16682)  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. ## Trend Insights (Trend Hunter) - Score: 0.3/10 - Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive)