JWT's Intelligift Guarantees You Won't Give Mom the Wrong Gift

It's quite normal to see agencies go all out for April Fool's Day, the holidays and, yea, actual business-related stuff like the Super Bowl. But it's rare for an agency to get as elaborate as JWT has with its Mother's Day stunt.

The agency is out with Intelligift, a service that uses "nationally representative" focus groups to evaluate and determine whether or not the gift you have selected for your mother will be received positively or put you in the dog house for the next 12 months.

People can enter their gift idea on the Intelligift website and have it pre-tested by a focus group of real-life moms from all over the country. Using quantitative surveys, Intelligift evaluates each gift against five metrics: Likeability, Persuasion, Impact, Thoughtfulness and Originality.

Of course you have to enter your email address so perhaps the whole thing is just an elaborate new business prospecting tool:)