Creative Agency: BC Web Wise
Launch Date: 5/20/2006
The target audience was pegged at the 15-25 age group. To establish a tangible connect with the consumer we zeroed in on the one activity that occupies a large portion of a young person’s free time-- their attraction to and attempts to flirt with the opposite sex.
At makeyourmoves.com the user was offered an opportunity to pick a character representative of the gender they wished to flirt with. They were then presented with a set of options for situations, conversation, and flirtatious behaviour. An over-the-top, dramatic and altogether wacky video reaction plays to each move the user chooses to make.
Faster connection speeds and an increased internet user base in India have led to the proliferation of streaming video. In 2005, 50 million people were online in India. Of these only 45 percent of the connections were for business, while households made up the larger 55 percent share.
Results: As with most out of the box creatives, our biggest task was convincing our client that this tool, though unorthodox, would help them achieve the results they desired. But seeing as how we had embodied the brand persona, they conceded to step outside of their comfort zone and give us the go ahead.
Makeyourmoves.com proved to have a high stickiness quotient-- it had the desired impression on the consumer that stayed with him long after he left the site. In just five days after launch the site had received 5000 registrations, 2 lakh user sessions of 18 minutes each and 1.4 million page views. By the end of the first five weeks registrations more than doubled to over 1400, and there were a total of 3.2 million page views, of which 77,000 constituted unique visitors.
-- BC Web Wise
The concept of flirtation is a smart fit with the intended young audience, as well as with the product itself.
The quiz to determine if you are cool is fun for the viewer, especially the videos that play in response to your answers. The combined quiz/videos are also a hit for the advertiser, as they keep viewers engaged. I know I tried flirting with the guy at work as well as the guy in the restaurant (to little avail), keeping me on the site for a good span of time.
Making participants register before learning their coolness factor is also a win for the advertiser. I doubt too many people would go that far and then refuse to sign up.
Finally, I also give this campaign points in the viral category. This would be fun to share with your buddies who you go on the prowl with, challenging each other as to who has the best moves.
-- Dawn Anfuso, senior editor, iMedia
This is an entertaining site, even if my cool quotient is low because I like to woo boys with a sense of humor (e.g., paper airplanes). Based on some of the guy’s silly reactions, I thought, “Maybe I don’t want to hit on him after all. Wait… I do like my men a little silly!”
And although I found out after a quick registration that I’m closer to a “loser” than a “killer” on the cool scale, I enjoyed playing with the site and was surprised by some of the reactions I got with my chosen pick-up tactics.
The screensavers look fun and I imagine they could entertain your cube/officemates when you’re not around.
The loadtime could have been faster, and I thought the “Move of the Day” was a bit out of context on its own.
The site held my attention quite a bit and I bet my friends would get a kick out of it, too.
-- Nanette Marcus, In Focus editor, iMedia