Women24 briefed RIOT to conceptualise a promotional campaign that would drive more consumers to their site. Rebecca Woodhead, Strategic and Client Liaison Director at RIOT, felt that the brief called for much more than a straightforward promotional campaign. "This was the perfect opportunity for Women24 to position themselves as an authority on women and to find out what women think and want; what turns them on and off," says Woodhead.
With the goal in mind of asking questions that women would want to answer RIOT designed a 20-question survey. Questions ranged from "Do you believe in the institution of marriage?" "Could you do a better job than President Mbeki?" "Do you wear the pants in your relationship?" "Would you walk out on an abusive partner?"
Women24 hosted the survey for four weeks. The approach was simple, "We wanted to present Women24 with a concept that would ultimately have a continued life span," explains Woodhead, "There is so much value in this campaign as it will be repeated and expanded each year." The survey was supported by a radio campaign on 5fm.
Russell Atkins, Marketing Manager of Women24, says, "We are thrilled with the success of the survey. We increased awareness of the site and the survey ensured that we communicated with our consumers on a personal yet non-invasive manner."
28.55% of women think that they wear the pants in their relationship.
16.37% believe that their husbands rule the roost.
41.14% believe their husbands like to think they are in charge, but wives actually rule.
9.37% believe that whoever is the breadwinner should have the final say in the home.
4.56% say that their kids rule the roost.
22.84% of women think that their circle of friends protects them from HIV/AIDS.
8.53% are aware of HIV, but can't promise that they always use a condom.
24.97% would categorically not sleep with someone without a condom or a test.
43.66% feel HIV is a real threat for everyone in South Africa and one should always play it safe.
23.05% of women believe they could do a better job than President Mbeki.
2.87% believe that they could do a better job with their eyes shut.
6.13% agreed "How hard can it be, the aides do all the work, the President just gets wined and dined around the world".
14.79% would hate the post of President because it's a difficult and thankless job.
52.98% felt it must be the hardest job in the country because you can never please everyone.
24.59% of women admit to breaking the law on a regular basis.
8.40% agreed with the statement, "Find me someone in South Africa who hasn't broken the law!"
3.71% have at least one nasty skeleton in their closet and hope that it will stay there.
1.48% felt it's a dog-eat-dog world out there and you can't get what you want in this country by abiding by the rules.
61.82% feel you have to set an example in life, there is no need to sink to anyone else's level.
19.30% of women would love to be housewives, taking care of their family.
3.54% feel a job's a job.
52.66% feel very fortunate to have a job with such a huge unemployment problem in this country.
5.59% would rather be at home.
24.50% say that their current job is a stepping-stone to a better one.
36.39% of women enjoy seducing their partners in sexy lingerie.
22.35% would love to seduce their man, but get embarrassed just thinking about it.
4.7% would rather feign a headache than initiate sex.
3.94% would never initiate sex.
32.62% sometimes initiate sex but, as a rule, prefer not to.
Visit women24.com to view all the results.
Liquid Lingo Communications on behalf of Strategic Creative Riot
