| Brief | Background:A new condom variant (Masculine) in Kenya launched by a new small company targeting youth and high frequent engaging sexual partners.The creative ideaWhere people see condoms as just short term anti pregnancy or disease prevention vehicle, we wanted to appeal to our TA to experience not just the longevity of the variant, but also the extra pleasure it provides in whichever sexual style couples want to experiment. We came up with the idea of a Maze execution, and in our maze, position the USP of long lasting pleasure by showing different styles in different spaces within the home (bathroom, kitchen, corridors, e.t.c) and every where a couple can GET LOST IN PLEASURE!We placed posters in campus restaurants, high end adult fashion magazines, and WhatsApp groups. We also ran an ad in the youthful X-news newspaper and Couture Magazine. To avoid seeing naked real people engaging in sexual activities, we choose 3-D based twisted maze, showing artificially molded models in different sexual positions in different places within a home.The results:We achieved a successful 36% jump in sales and 70% more brand awareness within campuses and colleges. It created conversations on youth social media groups and became a favorable choice for couples among other brands. |
