Fresh TV is New Zealand’s first XXX pay-per-view adult channel. Despite the nature of the programming our brief was to launch the channel using mainly mainstream media.

With a limited budget, just US$35K, we needed to create a campaign that would take on a life of its own. Something that would be shared and appreciated by like-minded males, our main target. The aim was to get them talking about Fresh TV and increase sales of adult entertainment by 5%.

The campaign is based entirely on sexual metaphors. If you’re that way inclined you see a lot, if you’re not, you don’t. People watched the viral repeatedly, trying to find all 42 metaphors. On the website you could play the pub quiz, send e-cards, view the print and pass on the viral. The print ads each had 30 metaphors and turned this passive media into an interactive game. To get radio stations talking about the channel we sent them a giant tissue box with a special offer. We also targeted the NZ Erotica Expo, handing out thoughtful greeting card packs.

The campaign generated mass debate. The viral had over 1,000,000 views in just four weeks. Viewers even created their own game, asking "How many sexual innuendos can you spot?" This continues to gain thousands of responses. Sales of adult entertainment increased by 16%, which is more porn than you can poke a pork sword at.