Ogilvy Interactive

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Ogilvy Interactive, a division of Ogilvy & Mathers, is a pioneer in the arena of interactive development, claiming reputable clients in all major world markets. Ogilvy needed to create a viral marketing concept for one of its consumer product clients. #10 was selected to develop the concept, design the animation and implement the campaign on behalf of this client.

Shocking Experience

The project's goal was to create an online game that reflected the theme of the product - a feminine hygiene product! The client wanted something with shock value - they hoped to create a buzz around their product. #10 developed a "shoot 'em up" stress relief game, featuring a PMS-stricken woman gunning down co-workers with various weapons (selected by the end user). The game concluded with player rankings, an option to click through the sponsor's website and an "email this to a friend" form.

Tracking Success

#10's viral marketing solution involved creating the campaign as well as monitoring the results. By design, the client receives weekly reports on specific metrics such as how many people played the game, how many times the game was forwarded, and how many people responded to the forwarded email. Based on the report information, the client could track the relative success of the campaign and fine-tune the message.