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Lei TV is a TV channel dedicated to women.
Its shows deal primarily with
Cooking.
Style.
Gardening.
Here's the question: how can we use the web
to make Lei TV and its shows popular?
Ok, idea. A website where women can share and discuss
personal stories about how helpless their men are.
The first website where men are not allowed.
We'll call it... "All the Same".
We can use Facebook to understand if you're a man or a woman.
If you're a woman, you're welcome. You can tell the best stories about your man.
Or take the interactive test to find out what kind of man you're dealing with.
And share the dramatic result with your friends.
What if you're a man? Too bad, access denied.
But we have a nice little game for you, so keep your chin up.
And how do we bring women on the website?
A teaser film? Done.
Print campaign? Done.
Guerrilla, unconventional? We got it.
How did it go? "All the same" sparked a lot of interest.
And in less than a month we collected hundreds and hundreds of true stories about men.
Leaving many of them to wonder: what the hell is "All the Same?"