Indiantelevision.com Team

(17 June 2006 6:00 pm)

MUMBAI: Do you have the confidence to make your move on the opposite sex? Hindustan Lever’s (HLL) Clinic All Clear attempts to answer that question with its latest viral, Makeyourmoves.com, which packs a combination of movie-making and flirting.

Created by BC Web Wise, a Mumbai-based online advertising boutique, the viral microsite allows users to make a movie online, participate in it and interact with a member of the opposite sex. Based on how he/she performs, the user is accordingly accepted as a triumphant flirt (which would mean he/she has the confidence to make a move) or rejected. The reactions to users’ moves are wild and whacky (and addictive too), which makes every moment of the movie-making experience a fun encounter.

HLL category head hair care Vipul Chawla remarks, “Clinic All Clear has taken this route since a lot of brand sites blatantly push their products even in a designated ‘fun zone’ or space on the web today, which puts off the discerning youth. We reach out to the youth by appealing to what they like most - wooing and winning over members of the opposite sex and integrating it into our campaign.”

BC Web Wise CEO, MD Chaya Brian Carvalho says, “This idea came about as we felt the real potential of video was still not fully exploited in the Indian web space and it is rich media that really engages the youth. This viral is truly a first of its kind.’’

BC Web Wise says that Makeyourmoves.com is proving to be pretty sticky. In just five days after launch, the site had received 5000 registrations, 200,000 user sessions of 18 minutes each and 1.4 million page views.

BC Web Wise also created a viral – a funky moviemaker tool. There were around 3,842,710 hits to the Clinic All Clear website and over 5000 movies made online.

BC Web Wise helps build online brand communities ensuring that the brand portals do not just end up with one-time visitors but have an active repeat-visitor community. BC Web Wise is an online advertising agency that provides interactive solutions.