How do you top New Zealand's most innovative campaign? nzgirl is an online youth magazine that launched the infamous 'Don't Mess With NZ Girls' campaign in 2004. Our job for 2005 was to build on this campaign, increasing female visitors to the nzgirl website by 10%, on a budget of just US$2K.

The Worst Boyfriend in NZ Competition.Stage 1: We emailed nzgirl's database with a link to an interactive site. Enter the name of your ex, it appears on an aeroplane banner reading '(name) has a small dick'. Stage 2: Enter ex-boyfriend in Worst Boyfriend Competition to have him publicly humiliated at the 2005 Big Day Out. Stage 3: From thousands of entries a winner was chosen. To announce the winner, these banners were towed across the 45,000 strong crowd: "Josh Short likes it with a strap-on." A second plane followed, banner reading: "Don't mess with nz girls – girl.co.nz."

You can't buy the kind of media coverage the competition generated. In the week preceeding the Big Day Out, stories ran daily in the national newspaper reporting on the nzgirl competition. On the day, 3 National News (New Zealand's second biggest news station) dedicated its Big Day Out story to coverage of the nzgirl Worst Boyfriend Competition and its winner. Across the country, radio stations ran competitions to find Josh Short. And the results? Traffic to the website increased significantly, achieving 200% over the target.