Flossie Media Group
Overview
The Agency was tasked with launching woman’s web portal Flossie.com in NZ .
They needed to show New Zealand women that the site was the place to go for whatever they were looking for. With 8 content channels, everything women needed could be found on the site. The Agency wanted to demonstrate what Flossie.com was: her personality and what she stood for, while getting women talking about the brand.
So the Agency gave away men.
Yes, real, live, single, hot men, in a variety of ‘flavours’, in the world’s first-ever Man Vending Machine.
It was effective not only because it got people really talking (all over the world, in fact), but because it was in the right tone of voice for New Zealand women – cheeky, outgoing, fun. Not to mention the fact that by giving women free hot men as a launch stunt, we were proving that Flossie.com really does give women whatever they need.
The results? Flossie.com surpassed its 12-month traffic targets in just two months, as well as getting news and media coverage all over NZ and the world.
Objectives
- To gain awareness of Flossie.com amongst NZ women
- To demonstrate what exactly Flossie.com is – a site where women can find whatever they need
- Get people talking about Flossie.com
- Drive people to the site to check it out
Campaign Strategy
‘Whatever, you need, it’s on Flossie.com’. Even men? Well, why not??
As ultimate proof that Flossie.com has whatever women need, we’d give away dates with hot single men.
Promotional Concept
The Agency created the world’s first Man Vending Machine: an actual working vending machine, adapted to dispense real live single men at the touch of a button, on a busy inner city street.
Campaign Execution
- The Agency had to fill the vending machine with men. They approached a New Zealand dating website to find the most eligible local bachelors. There was a huge response, resulting in a live audition day, where the men were put through their paces (and filmed). The best men over a range of categories were chosen to be put inside the Man Vending Machine.
- They then converted an old vending machine into one that could dispense an entire man.
- On the day of the vending machine, passing Auckland women found the Man Vending Machine in a popular shopping and business area. They could select from 6 different man ‘flavours’:
- Rich – dressed to impress, to whisk a woman away to lunch at an exclusive restaurant.
- Action – taking a woman on a thrill seeking date on the bungee ball.
- Romantic - bearing flowers, will take a woman to the movies.
- Foreign - fashionable and worldly, with a sexy accent, taking a woman to see even more exotic creatures at the Zoo.
- Classic - the boy next door, who will take a woman to coffee.
- Mr Perfect - a vibrator.
Once a woman pressed the button, and to their great surprise, a genuinely single man emerged from inside the vending machine in a puff of smoke to take her on an instant date.
Every aspect of the event was filmed, from the building to the auditions to the day itself, and created content for web with the footage, which were posted on Youtube and Flossie.com.
Campaign Results
Since launching late 2008, Flossie.com has 212,000 unique browsers every month and over 100,000 subscribers. The Man Vending Machine page is the most-read article on the site to date.
The Man Vending Machine satisfied over 200 women, drew big crowds, got national news coverage across multiple media, and both the story and video footage were picked up on websites and blogs around the world.
Flossie.com smashed its 12-month traffic targets in just 2 months. It’s now the #1 ranking network for females in New Zealand. One of their content sites, NZgirl.co.nz, is the #1 female website in the country.