|Product / Service||TV SERIES|
|Category||C01. Integrated Campaign Led by Direct|
|Entrant||AIM PROXIMITY Auckland, NEW ZEALAND|
|Entrant Company:||AIM PROXIMITY Auckland, NEW ZEALAND|
|DM/Advertising Agency:||AIM PROXIMITY Auckland, NEW ZEALAND|
|Victoria Pether||Aim Proximity||Account Director|
|Nick Worthington||Colenso BBDO||Executive Creative Director|
|Michael Barnfield||Aim Proximity||Creative Director|
|Steve Anderson||Aim Proximity||Copywriter|
|Mike Kelly||Aim Proximity||Copywriter|
|David Reid||Aim Proximity||Art Director|
|Jason Vertongen||Aim Proximity||Art Director|
|Mark Russell||Aim Proximity||Producer|
|Matt Ravenhall||Aim Proximity||Programmer|
Go Girls is a popular New Zealand drama series with women aged 30-39, now in it’s 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. With a limited budget we wanted to build buzz around the show outside of television and get people talking. The show follows the lives and loves of a sassy young crew, so our idea had to capture the fun, flirty nature of the show.
The Go Girls Virginity Map started out as a bit of fun but soon had the people of New Zealand talking. 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. And just like their favourite TV characters do, this community of TV fans was happy to be sharing details of their own lives. It was a controversial idea that raised some eyebrows but definitely struck a chord with our target audience.
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. With Google maps as our navigation tool we developed the Go Girls Virginity Map. Visitors to the site are invited to place a virtual pin on the location of where they “lost theirs” and add a rating and commentary if they like. If you were shy you could even make your mark anonymously.
To date we have had more than 19,000 unique visitors to the site and 1,731 pins have been placed on the map. It appears all the chat about Go Girls has had a positive effect towards on-demand views at the TVNZ website too, rising from 14,000 the week prior to the Virginity Map launching to 24,000 two weeks after (a 70% increase). Oh, and by the way, Go Girls series three will go into production soon.