Primafila DM Primafila Hot Club 3D: Pants by Y&R Team Detroit

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Primafila Hot Club 3D: Pants

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Industry Clubs, Publishing, streaming & media
Media Direct marketing
Market Italy
Agency Y&R Team Detroit
Executive Creative Director Vicky Gitto
Copywriter Filippo Rizzo
Released May 2011

Credits & Description

Objective: Primafila Hot Club is the Sub-Brand of Sky Primafila, the Pay-Per-View service of Sky Italia satellite platform. dedicated to broadcasts adult movies and programs. In December 2010, first in the Country. Hot Club launched the 3D technology for adult progamming: the need was, first of all, to raise awareness over their brand new 3D programming and then to push sales of 3D PPV programs.

Target audience: Primafila Hot Club top clients: men 18/60. Concept: only Primafila Hot Club 3D programs allow the viewerto live realistic emotions never felt before, making him almost become part of the show. We created a DM that shows the potential of 3D technology in the most effective possible way. How? By focusing on the effects. An outer envelope was needed for privacy-related reasons. Inside, an envelope portraying male underwear made of real fabric contains the leaflet with all the info rolled up to create thickness where most needed.

Results: visits on the specific section of the website were up bw/16.4% compared to previous weeks. Sales of 3D programs increased by2,7% compared to previous weeks. The DM reached the target about two weeks after the launch.

Advertising Agency: Wunderman/Y&R Brands, Milan, Italy
Executive Creative Director: Vicky Gitto
Creative Directors: Toon Coenen, Matteo Righi
Art director: Marco Tironi
Copywriter: Filippo Rizzo