Agency (city): ESTER (Stockholm)
Creative Director(s): Roger Kempe
Copywriter(s): Emma Zetterholm
Art Director(s): Marcelo Melo
Production Company (& City): Rebenga
Agency Producer(s): Anna Wennerström
PROBLEM & BRIEF
Over the summer hordes of young Swedes head off around the world and many of them have unprotected sex along the way. They have become more careless, and consequentially HIV and other diseases are growing in numbers. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience. Our brief from Lafa (Stockhom County Aids Prevention Programme) was to turn young travellers (Stockholmers 20-30) on to safe sex. The objective was to find a distribution form, and an idea, which could literally make condoms part of the fun on their adventures abroad.
SOLUTION / CREATIVE EXECUTION
We needed to find a way to get people’s attention before they headed off. Lots of people look for tips on nice destinations, hotels, restaurants and club on the web – so we created the worlds first guide to the best places on the planet for a good lay. A guide where visitors could upload their own tips on the most beautiful, hottest and exciting locations to do it. Stories that included everything from a five star hotel to the back seat of a car, and lists of the most popular countries and places to do it in. To help people remember to bring condoms on their vacation we offered them to order free condoms on the site and then get them delivered direct to their door. The condom packaging took the form of postcards from different countries. The guide was also available in a mobile version.
We invited people to use the guide through various media channels like advertising in billboards, banners, films and by handing out our special designed travelling condoms. Every condom package contained a text in the back that encouraged the recipient to share his or her tip of the best place to get laid in together with a short story at kondom08.nu. The condoms became the message, the media and the solution.
The campaign was promoted in everything from social media to national newspapers and websites, and even made it onto national radio. The campaign attracted 45% more visitors to the site than in the same period last year and the visitors uploaded tips from 61 different countries around the globe. At the end of the summer as many as 45% of the target group say that they had become more positive to use condom then before, which is more than double the initial target of the campaign (20%). 84% say they’ll use a condom next time they have sex with a new partner, and 90% say they really liked the campaign. In just 8 weeks that the campaign run, 50,000 condoms were ordered from the site, which means that we were exceeding the target of 12,000 condoms by 316%. We not only helped young travellers to find the world´s most beautiful destinations to get laid in, we also played our part in at least 50,000 cases of beautiful and safe sex.