VERGISS AIDS NICHT Case study COCK OUT by Philipp Und Keuntje

COCK OUT

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Industry HIV/AIDS
Media Case study
Market Germany
Agency Philipp Und Keuntje
Director Anatol Kotte
Creative Director Diether Kerner, Constantin Kaloff
Art Director Mario Zaradic, Soenke Schmidt, Jens Erasmus Schroeder
Copywriter René Ewert, Adrienne Tonner
Producer Florian Pauli
Released November 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: VERGISS AIDS NICHT
Product/Service: AIDS EDUCATION
Agency: PHILIPP UND KEUNTJE
Date of First Appearance: Nov 15 2010
Entrant Company: PHILIPP UND KEUNTJE, Hamburg, GERMANY
Entry URL: http://cockoutenglish.puk.de.com
Creative Director: Diether Kerner (PHILIPP UND KEUNTJE)
Creative Director: Constantin Kaloff (PHILIPP UND KEUNTJE)
Copywriter: Adrienne Tonner (PHILIPP UND KEUNTJE)
Art Director: Mario Zaradic (PHILIPP UND KEUNTJE)
Art Director: Soenke Schmidt (PHILIPP UND KEUNTJE)
Art Director: Jens Erasmus Schroeder (PHILIPP UND KEUNTJE)
Copywriter: René Ewert (PHILIPP UND KEUNTJE)
Account: Steffen Schwab (PHILIPP UND KEUNTJE)
Account: Sabrina Bohnacker (PHILIPP UND KEUNTJE)
Digital Project Manager: Arne Broich (PHILIPP UND KEUNTJE)
Flash Developer: Manuel Rodriguez (PHILIPP UND KEUNTJE)
Flash Developer: Jeremias Dombrowsky (PHILIPP UND KEUNTJE)
Technical Director: Holger Norden (PHILIPP UND KEUNTJE)
Head of Design: Charles Bals (PARASOL ISLAND)
Head of Animation: Philip Hansen (PARASOL ISLAND)
Animation-Producer: Sara Dadras (PARASOL ISLAND)
Director: Anatol Kotte
Executive Producer: Siegfried F. Nümann (ZIGGY MEDIAHOUSE)
Head of Production: Thomas Arnold (ZIGGY MEDIAHOUSE)
Producer: Florian Pauli (ZIGGY MEDIAHOUSE)
Media placement: Viral - Online - 15.11.2010
Media placement: Give Away, Condoms - Titus Shops, Goolive-Partypromoter - 15.11.2010
Media placement: Guerilla Posters, Stickers - Hamburg, Germany - 15.11.2010
Media placement: Exclusive PR Cooperation With Online Newspaper - www.bild.de - 30.11.2010
Media placement: Microsite With Online Game - www.cockout.de - 01.12.2010
Media placement: Banner, Social Media - Facebook, Twitter, MySpace, ... - 01.12.2010
Media placement: TV-Spot - MTV, N24 - 01.12.2010

Insights, Strategy & the Idea
The rate of HIV infection among 15 to 29-year-olds has increased by 56% over the last ten years. The reason: condoms are considered to be uncool. 
Therefore Don’t forget AIDS e.V. would like to educate careless teenagers about the risk of HIV by encouraging them to practise safer sex – in a fun way.

Creative Execution
Cockout: an online game that takes a literal approach to the fight against HIV. The user takes part in a virtual boxing match against the diabolical human immunodeficiency virus.
What makes this game so unique is that it’s not played using a keyboard or joystick, but instead with the user’s penis – inside a special condom. A marker on the condom packaging allows the user to access the game. The webcam detects the horizontal movements of the red condom on the player’s penis. The game’s features include a choice of three penis fighters, two hosts who ensure player “endurance” between rounds and a function that allows users to share their high scores on Facebook. Launched on World AIDS Day, the game was advertised using a TV ad, posters, flyers, viral films, banners, social networking sites and a condom distribution promotion.

Results and Effectiveness
The game attracted global attention on news websites and blogs. Even Bild.de, Germany’s largest news website with over 150 million visitors a month, got involved and reported exclusively on the game. In spite of a low budget of only € 3.000 the organisation DON'T FORGET AIDS E.V. achieved free publicity valued at a seven-figure sum, including 300 blog posts, 1,200 tweets and lively discussions on Facebook and forums. 84,027 users played the game in the first 24 hours. To date, over 2,042 hours have been spent playing and learning about safer sex. The charity has also seen a 13% increase in donations.