Not the most creative ad in the world, but it was the right idea at the right time in the right place.
This ran a single billboard in downtown Apia, Samoa. The national airline had gone belly-up, and Air New Zealand was filling the demand...at a cost.
The locals, who make up a large proportion of the passengers were majorly pissed off.
By happy coincidence Poly Blue's colours were the same as the Samoan flag, so we positioned the airline as their new national carrier (it's not). It became the lead story in the Samoa Post, and the locals abandoned Air New Zealand overnight.