Winner of the NZTE Export Category in the TVNZ Marketing Awards (for the second year in a row). It's not every client that would let you take a blowtorch to their products, but that's what we did with Tait's Portable Commercial Radios. We set fire to, hammered, dropped and drowned radios, doing anything we could to destroy them, and we caught it all on video. Afterwards, the radios all still functioned correctly, showing that Tait's range of radios really were the toughest on the market, and when you're a firefighter, policeman or civil defence operator, that's pretty important.
Supported by a broad media campaign, we drove traffic to a landing page where they could watch the videos of Taits radios being put to the ultimate test.