FLOSSIE MAN \VENDING MACHINE.
Whatever you need, it’s on us.
Brief:
To launch a new women’s website network - Flossie.com. The site helps women of all ages get in touch with everything they need or want, from a huge range of partner sites.
Solution:
Because of the vast range of content available, everything a woman is looking for she can find at Flossie.com. We developed a campaign line ‘Whatever you need, it’s on us’ and launched with an outdoor campaign showcasing the 8 different content categories on the site.
Then we created the world’s first adshel with a monthly cycle. The adshel was custom built and stacked daily with free stuff women need over the course of a month. From tampons, to chocolate, to fruit, to naughty knickers, to voodoo man-dolls, the items reflected a woman’s ever-changing moods.
To further prove that Flossie.com has something for every woman, we made the world’s first ever Man Vending Machine. A real working vending machine adapted to dispense real live single men on a busy inner city street.
Women got to pick what kind of man they liked – rich, action man, romantic, foreign or classic – press the button, and to their surprise, a genuinely single man emerged from inside the vending machine in a puff of smoke. If the woman was up for it, he whisked her away on a date.
If women pressed Mr Perfect, they collected a vibrator instead.
The vending machine drew big crowds, got national news coverage in multiple media, and both the story and video were picked up on websites and blogs around the world.
The men were snapped up in just over half an hour, and 200 vibrators found loving new homes.
It was supported with viral footage of the auditions for the men inside and the stunt itself, and got word of mouth via Flossie.com and its partner sites. A viral clip of the stunt was sent around and hosted on Flossie.com and Youtube.
Results:
Just 2 months after the launch, the website had reached its 12 month traffic and financial targets. The now site reaches over 45% of all online women 20-55 years of age.
Because whatever women need, it’s on us – even men.