Is it possible to sell a $50,000 car without anyone setting their eyes on it? No one knew.

Until we did it.

MINI was launching the exclusive Soho model in New Zealand, as a global test of their new sales channel: an online store. There would be no salespeople, no test drives, no dealership, and only 15 cars, so our budget was tight. Our research showed we'd have to offer a 20% discount to drive the necessary interest.

But MINI is a prestige brand - they don't play safe, and don't go cheap - so neither could our campaign. Instead, for 15 cars, we created 15 campaigns. Each car was given its own unique personality, media executions, art direction and store. What's better than having only 1 of 15? Having 1 of 1. Creating individual characters for each car meant that people were now competing to get their favourite before anyone else.

The client wanted to know if we could sell 1 car. We sold 10 in six weeks. The client wanted to grow traffic to their website by 60%. We grew it by 760%.

How do you catch 84 test drives when you only have the budget to capture 7? Easy. With honey.

BMW were launching their new X1 model, a sports utility vehicle, backed by the principle that 'Joy is Unplanned'. Our target was high-end consumers who loved the idea of a vehicle that let them travel from city to snow to beach without difficulty. They had an appetite for spontaneity, and great food. So we fed it.

We arranged for Auckland's top three restaurants to add a special dessert to their menu, simply called "The X1". No other details, including price, were given of the meal. Diners would have to be spontaneous - but they were rewarded for being 'unplanned'. At the end of the meal diners were told that BMW was covering the cost of their dessert, and they were invited to sign up for a test drive.

In the three days the promotion was running, 125 leads were generated, leading to 84 test drives, 12 times the campaign objective. This drove the cost per test drive from a benchmark $1,003 down to $54. Sweet.

Interest in vampires exploded in 2010, with a never-ending stream of books, movies and TV shows. Prime TV needed a way to announce the third season of True Blood in a media environment filled with fangs and brooding nocturnals.

What we had up our sleeve was the 20,000-strong Facebook fan community we'd built for season two. We invited them to visit iamvampire.co.nz and officially register themselves as vampires, telling us how they were made and by who. They immediately received an online certificate they could share with their friends, but the real surprise was on the day of the premiere.

Hundreds of the fans woke up to find themselves on a full page of births/deaths in New Zealand's widest-read newspaper. Each fan received a personalised notice, not just with the details they'd shared, but also individually written stories of their births as vampires.

The ad got international attention from True Blood fans, and viewership for the season was up 95% from the previous year.

For chronic Weeds fans the wait between seasons can be torturous. When the fourth season was due to run on Prime TV, we were challenged with getting fans excited and talking about the show again.

So we opened New Zealand's first online cannabis store.

With highly targeted Facebook ads, banners on any sites that would take us and seeding on marijuana forums, we drove thousands of hopeful stoners to the site where they thought they'd be able to get their first legal high.

Unfortunately, the site couldn't quite get its shit together. In fact, the site never got past its loading screen, becoming increasingly confused and distracted. Users spent, on average, over two minutes waiting for the store to appear, and were instead greeted with the announcement of a new season of Weeds, and a call to action for a txt reminder of the premiere.

Of course, it couldn't end there. On the night of the premiere, the txt reminder itself came in 5 minutes late, as equally loaded as the site.

Each year, Genesis Energy sponsors a production from the New Zealand Opera. And each year, they send out invites to the country's top political and business leaders. How do you get cut through to a group who are invited to dozens (if not hundreds) of events, and likely have assistants to filter their mail?

You shock them.

Macbeth, by any standard, is a dramatic, violent story. Even more so if it happened today. Not to mention, if you were a lead character ...

Each of our VIPs received a news email with the eye-catching heading: "BREAKING NEWS: Royal Deaths in Scotland". This directed them to our fake news site, where a well-known news anchor reported the story of a deluded general murdering his way to the throne, before revealing that the VIP themself was wanted by police.

We let that sink in for a moment, before revealing the invitation to the NZ Opera's production of Macbeth.

How did they respond?

280 emails were sent, linking to 280 personalised videos. The emails received an 85% click-through rate, while 95 VIPs accepted the invitation, almost twice the target.

Mad Men has a highly devoted group of fans. Unfortunately for Prime TV, that group was disappointingly small. As they went into season three of the show, conventional wisdom suggested that if the show hadn't captured an audience by now, it never would, so the client was unwilling to spend much for promotion.

Realising we couldn't sell Mad Men to people who had already decided not to watch, we sold something else: the central character of the show, the womanising, chain-smoking, heavy-drinking, very un-PC Don Draper.

Playing off a guilty nostalgia for a time when men were men and women were secretaries, we launched "How Don Are You?". We put Don's face up all over the streets, television and online, next to copy like "Don's mistress doesn't know about his other mistress". We took his most biting remarks and played then unedited as radio spots. Even people people who had never watched the show aspired to be like him.

We also made the world's first Don Draper action figures. We could only afford a dozen, sent out to a select group of influencers, but with a few photos and some careful seeding on Mad Men sites, they exploded globally, appearing in The Guardian, New York magazine and uncountable pop culture blogs.

How did Don go? The season three premiere rated 31% higher than the season two premiere, while average ratings for the entire season were up 10%.

This unique interactive banner lets you take those engine noises you made for your toys as a youngster, and use them to drive a car round the iconic Top Gear track. Placing you at the start line, your car is hooked up to the microphone of your computer. The louder and longer you rev, the better your laptime. Do well, and the banner applauds you. Do poorly, and you are deservedly mocked. Of course, loudly impersonating a V8 at work means you’re going to be mocked either way.