Ukrainian Protest Group Femen DM DO YOU WANT ME? by Grape Advertising Agency

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DO YOU WANT ME?

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Industry Public Safety, Health & Hygiene, Against violence
Media Direct marketing
Market Russia
Agency Grape Advertising Agency
Creative Director Vlad Sitnikov
Art Director Alexey Nikolaev
Producer Kirill Kobylyansky, Oleg Zhdanov
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: UKRAINIAN PROTEST GROUP "FEMEN"
Product/Service: SEX TOURISM AWARENESS CAMPAIGN
Agency: GRAPE
Date of First Appearance: Apr 4 2011
Entrant Company: GRAPE, Moscow, RUSSIA
Entry URL: http://Www.do-You-Want.me
Creator: Daria Mingaliyeva (Grape)
Creative Director: Vlad Sitnikov (Grape)
Copywriter / Video Production: Mikhail Koroteyev (VGNC)
Copywriter / Video Production: Alexey Sobolev (VGNC)
Art Director: Alexey Nikolaev (Grape)
Animator: Yevgeniy Stepchenko (Grape)
Producer: Kirill Kobylyansky (Ailove)
Producer: Oleg Zhdanov (Ailove)
Flash Programmer: Vladimir Seryogin (Ailove)
Flash Programmer: Kirill Rybin (Ailove)
Programming / Layout: Andrey Stepanov (Ailove)
Programming / Layout: Sveta Barbashova (Ailove)
Programming / Layout: Pavel Novik (Ailove)
Media placement: Internet - Www.do-You-Want.me - 04.04.2011

Describe the brief/objective of the direct campaign.
The goal of the 'Do you want me?' project was to draw attention of the international web-community to a problem of sex-tourism in Ukraine, and to show that, as mentioned by Femin activists, 'Ukraine is no brothel'.. The problem is especially relevant in the context of the upcoming UEFA EURO 2012.
Strategy: create an interactive project that, in a fun an unexpected way, would make people realize they shouldn't be irresponsibly paying for sex.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Website do-you-want.me gives every user a chance to find himself in an urban den of inequity, pick a girl or a guy (tastes differ) for a paid 'one time pleasure'. Before the erotic dance starts, the user must prove his solvency by activating the webcam and showing a banknote. Only after the virtual character sees the money, will the story continue.
Few will like the way the story goes - a trivial plot, so it seems... evolves into a naked truth (both literally and metaphorically) - we see how our paid sex-partner is being beaten up and addicted to drugs.

Explain why the creative execution was relevant to the product or service.
Do-you-want.me is a fun experience with serious implications. Just like the activity of the Femen organization, it is provocative and engaging, but raises serious issues.
Interactive video format is now attracting huge interest from the audience - the public hasn't yet got saturated with interactive projects, so a virtual encounter with a stripper attracts the audience that might quite jump for the chance in real life. The only difference is that online the person, who pays to have sex, sees the consequences that are hidden from his eyes in real life.

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.
2000 average daily views from 75 countries with a 30% direct traffic (all this minding that the campaign was only promoted through word of mouth by users in social networks (through built in Facebook and Twitter links))
The project also generated a hot discussion in local and international media