FREEDOM PROJECT by TBWA\ Singapore for Okamoto

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FREEDOM PROJECT

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Industry Contraceptives & Pregnancy Tests
Media Digital, Interactive & Mobile, Case study
Market Singapore
Agency TBWA\ Singapore
Released June 2012

Awards

Spikes Asia 2012
Media Consumer Products Bronze

Credits & Description

Type of Entry Media: Product/Service
Category Consumer Products
Title FREEDOM PROJECT
Advertiser/Client CORLISON
Product/Service OKAMOTO
Entrant Company: TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE
Advertising Agency: TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE
Oz Dean TBWA\Tequila\Singapore Creative Director
Antti Toivonen TBWA\Tequila\Singapore Creative Group Head
Maurice Wee TBWA\Tequila\Singapore Creative Group Head
James Holman TBWA\Tequila\Singapore Copywriter
Martin Loh TBWA\Tequila\Singapore Copywriter
Reginald Ocampo TBWA\Tequila\Singapore Art Director
Sharim Gubbels TBWA\Tequila\Singapore Senior Digital Art Director
Alex Kwa TBWA\Tequila\Singapore Digital Art Director
Daphne Tann TBWA\Tequila\Singapore Junior Art Director
Hilwan Idus\sean Tan TBWA\Tequila\Singapore Digital Developer
Kaye Cheng TBWA\Tequila\Singapore Social Media Creative
Takanori Iseki TBWA\Tequila\Singapore Digital Producer
Brent Farrell TBWA\Tequila\Singapore Managing Director
Joanne Theseira TBWA\Tequila\Singapore Group Account Director
Melanie Keppler TBWA\Tequila\Singapore Senior Account Manager
Brent Tollman TBWA\Tequila\Singapore Planner
Jean Abideen\audrey Anthoney E-Graphics Art Buyers
Vinda Karunan Six Toes Tv Producer
Songzu Singapore Music\sound
Results and Effectiveness:
Our print ads were banned for promoting promiscuity, but magazines like FHM liked them so much, they gave the project several pages coverage anyway. Bloggers around Asia reviewed the range of products, and people even posted videos of themselves trying the products around town. We had more than 2,500 app downloads and hundreds of other products delivered. And with new product suggestions flowing in each day from our fans, it's clear that the Project has found a wide following. All in all, we reached an audience of over 1 million without any need for traditional advertising.
Creative Execution:
We started the Okamoto Freedom Project. It's a range of products that helps Singaporeans get better at getting away with it. The three products are: Urban Camouflage Targeted at couples who enjoy nighttime drives to deserted spots, this set of window decals makes your car look empty, even when it's not. Available in the Okamoto Freedom Project eStore. TipOff For those living with their parents, we made an app that turns your phone into an early warning device. Nightcap There are no condom vending machines in Singapore, so for those who hook up in bars and clubs, we created the Nightcap – a condom hidden inside a coaster with your drink. To reach our audience, we also created videos and user guides to be featured in lifestyle media.
Insights, Strategy and the Idea:
In Singapore, it's practically illegal to advertise condoms, so Okamoto needed another way to reach its audience of 18-35 year-old Singaporeans. With many Singaporeans living with their parents into their 30s, privacy is at a premium. This restriction, coupled with the fact that Singapore is still a largely conservative society, means that when Singaporeans have sex, they have to be smart and keep things under wraps. Knowing where and how they hook up, we aimed to reach privacy-challenged Singaporeans and provide ways for them to have fun without being found out. We reached them in places where they frequented, used social media to create talkability, and engaged popular bloggers who endorsed our solutions to the Singapore-wide problem.