Direct > Use of Media

MAN VENDING MACHINE

TBWA\TEQUILA\DIGITAL\SHIFT, Auckland / FLOSSIE MEDIA GROUP / 2009

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Overview

Credits

OVERVIEW

Audience

Since its launch late last year, Flossie.com now has 212,000 unique browsers every month and 100,000 subscribers. The Man Vending Machine page is the most-read article on the site to date.

The results? Post the Man Vending Machine, Flossie.com smashed its 12-month traffic targets in just two months, an undeniably brilliant result for a very small budget of just over $15,000 NZ ($7,500 US approx).Just several months on, Flossie.com is now the #1 ranking network for females in New Zealand, and one of their content sites, NZgirl.co.nz, is the #1 female website in the country.

ClientBriefOrObjective

The brief was to launch a new women’s web portal, Flossie.com. The site helps women of all ages get in touch with everything they need or want, from a huge range of partner websites. The campaign strategy was to prove to NZ women that Flossie.com is the place to go for whatever you’re looking for. The campaign thought was – ‘Whatever you need, it’s on us.’As the network was launching, we had no existing customers to approach, so we seeded the creative through word of mouth and 2500 NZdating.com members who we approached to take part in our launch stunt.

Execution

We created the world’s first Man Vending Machine, filled with real single men that women could actually select and take on a date. The Man Vending Machine was set up on a busy inner city street, and also gave away free vibrators at the touch of a button. Because whatever you need, it’s on Flossie.com - even men.The desired outcome was to get Flossie.com talked about and it’s profile registered among the target audience, New Zealand women.

Being a direct advertising competitor, Flossie.com faced boycotting by many traditional media, which meant we had to spread the name mostly through word of mouth.

Relevancy

The creative execution was relevant to the brand because it gave women something they need – single, attractive men - just like the website, which has a vast range of content from partner sites, covering practically everything a woman could want.The creative was a simple yet strong idea that appeals to women – and something that has never been done before, so it would really get people talking. The cheeky tone is also very much in keeping with the brand, which deals with categories from sex and relationships to fashion, cooking, and parenting.

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