Tvnz DM GO GIRLS VIRGINITY MAP by Colenso BBDO Auckland

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GO GIRLS VIRGINITY MAP

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Creative Director Michael Barnfield
Art Director David Reid
Copywriter Steve Anderson
Released April 2010

Awards

Caples Awards 2010
Digital Campaign Microsite Gold

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: TVNZ
Product/Service: DRAMA SERIES
Agency: COLENSO BBDO
Date of First Appearance: Apr 6 2010
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Entry URL: http://www.awardsentry.co.nz/virginitymap/
Executive Creative Director: Nick Worthington (Colenso BBDO)
Creative Director: Michael Barnfield (Aim Proximity)
Group Account Director: Andy Bell (Aim Proximity)
Art Director: David Reid (Aim Proximity)
Copywriter: Steve Anderson (Aim Proximity)
Digital Art Director: Jason Vertongen (Aim Proximity)
Digital Designer: Theunis Groenewald (Aim Proximity)
Digital Developer: Paul Headington (Aim Proximity)
Account Director: Victoria Pether (Aim Proximity)
Account Director: Paula Castle (Aim Proximity)
Agency Producer: Mark Russell (Aim Proximity)
Agency Producer: Paul Shannon (Aim Proximity)
Account Executive: Matt Frost (Aim Proximity)
Media placement: TBA - TBA - TBA
Describe the brief/objective of the direct campaign.
At the time of our campaign, Go Girls was a popular New Zealand drama series in its second season. It had built a loyal following from season one but the show’s producers were keen get even more fans on board, especially as a ratings spike would improve their chances of getting signed for series three.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With a limited budget we wanted to build buzz around the show outside of television and get people talking. Go Girls follows the lives and loves of a sassy young crew, so our idea had to capture the fun, flirty nature of the show.
With Google maps as our navigation tool we developed the Go Girls Virginity Map website. Visitors to the site were invited to place a virtual pin on the location of where they “lost theirs” and add a rating and commentary if they liked.
Explain why the creative execution was relevant to the product or service.
Since the plotlines of Go Girls usually revolve around “who’s sleeping with who,” we built a cheeky website where users could find intimate knowledge about the show’s characters and share some of their own.
We kicked off with the main characters from the show and pin by pin our map of New Zealand filled with confessions from our fanbase. The Go Girls Virginity Map started out as a bit of fun but soon had the people of New Zealand talking.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
While the Virginity Map website was live:
1. Go Girls achieved its highest ever viewership with an average increase of 30% from the previous year and from the month directly prior.
2. Web traffic increased 500% from the previous year.
3. 1,731 Pins were dropped on the map.
4. On-demand views of Go Girls rose 70% from 14,000 to a peak of 24,000, with the total number of views reaching 243,767.
5. Go Girls was renewed for a third season with funding to the tune of NZ$6.7M (US$5M). For fans of the show, this was the ultimate result.