Cupid Condoms Print THE SLOW CYCLING RACE by Grey Mumbai

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Industry Contraceptives & Pregnancy Tests
Media Print, Magazine & Newspaper
Market India
Agency Grey Mumbai
Executive Creative Director Rohit Malkani, Karan Rawat
Creative Director Payal Vaidya
Art Director Dipti Deorukhkar
Copywriter Arjun Kumar
Released August 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
National Creative Director: Amit Akali (Grey Worldwide India)
National Creative Director: Malvika Mehra (Grey Worldwide India)
Executive Creative Director: Karan Rawat (Grey Worldwide India)
Executive Creative Director: Rohit Malkani (Grey Worldwide India)
Creative Director: Payal Vaidya (Grey Worldwide India)
Senior Creative Director: Shiv Parameswaran (Grey Worldwide India)
Copywriter: Dipti Deorukhkar (Grey Worldwide India)
Copywriter: Arjun Kumar (Grey Worldwide India)
Art Director: Dipti Deorukhkar (Grey Worldwide India)
Agency Producer: Pamela Pais (Grey Worldwide India)
Film Producer: Arwa Mamaji (Future East Films)
Media placement: Mall Activation - Shopping Malls - 30 January, 2012 Onwards

Describe the objective of the promotion.
Cupid was launching Green Love condoms that promised longer lasting pleasure. But the problem was, how do you talk about delayed orgasms in a country where talking about sex itself is taboo?

Describe how the promotion developed from concept to implementation.
We didn’t talk to them about condoms/sex/orgasms/anything. We just challenged them to a race. The Slow Cycling Race. From malls to public places to popular hangouts we went wherever the youth were. Passers-by, shoppers and even onlookers were encouraged to take part. When the winners finally crossed the finish line, they were greeted with this: A dramatic reveal of 'whoever comes last, wins' banner. The surprise was followed up with sales. Thus driving home the product benefit of prolonged pleasure in a way that was different yet fun.

Explain why the method of promotion was most relevant to the product or service.
We made them experience the joys of lasting longer in bed without saying a single word. We successfully involved the target audience and broke taboos and superstition.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The response was overwhelming! Over 9,000 slow cyclists in just 3 weeks, across 4 cites. This led to an increase of 21% in sales for the month, which was Cupid's largest margin in 2011-2012. Malls and other popular hangouts called in wanting to conduct more such races. Cupid plans to make the Slow Cycling Race a bi-annual activity. But most importantly, condoms became a part of conversations.