Levitra Print DOUBLE URINAL by Ogilvy & Mather Moscow

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DOUBLE URINAL

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Industry Health & Pharmaceutical Products
Media Print, Magazine & Newspaper
Market Russia
Agency Ogilvy & Mather Moscow
Director Sam Huntley
Art Director Carl Le Blond, Robin Weeks
Producer Jonas Blanchard, Pete Chambers
Editor Pat Ryan
Released April 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: BAYER
Product/Service: LEVITRA
Agency: OGILVY GROUP RUSSIA
Executive Creative Director: Robin Weeks (Ogilvy & Mather)
Regional Creative Director: Carl Le Blond (Ogilvy & Mather)
Copywriter: Robin Weeks (Ogilvy & Mather)
Copywriter: Carl Le Blond (Ogilvy & Mather)
Art Director: Robin Weeks (Ogilvy & Mather)
Art Director: Carl Le Blond (Ogilvy & Mather)
Agency Producer: Dmitry Nikonorov (Ogilvy & Mather)
Account Manager: Tamara Vasina (Ogilvy & Mather)
Producer: Pete Chambers (Mad Cow Films)
Producer: Jonas Blanchard (Mad Cow Films)
Director: Sam Huntley (Mad Cow Films)
Cinematographer: David Proctor (Mad Cow Films)
D.o.p.: David Proctor (Mad Cow Films)
Editor: Pat Ryan (Marshall Street Editors)
Media placement: Ambient Special-Build/publicity Stunt - Rutube, Youtube, Vkontakte, Odnoklassniki (Russian Network Sites) - April 23rd

Describe the objective of the promotion.
Levitra is a drug from Bayer that alleviates erectile dysfunction and enhances male sexual performance. Bayer wanted to promote the drug to a younger male audience.

However, Levitra cannot be mentioned by name or advertised in ATL (Above The Line).

Describe how the promotion developed from concept to implementation.
Describe how the promotion developed from concept to implementation.

We built our very own men’s toilet with one subtle design difference.

We attached a double urinal amidst a row of other ordinary urinals and simply recorded the reactions.

Explain why the method of promotion was most relevant to the product or service.
Explain why the method of promotion was most relevant to the product or service.

In order to raise awareness and drive traffic to the Levitra website, we came up with an unusual activation to remind men how much more effective their equipment could be at a moment in their day when they literally had that equipment in their hands.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Describe the success of the promotion with both client and consumer including some quantifiable results.

The promotion was picked up by a number press publications resulting in even more online traffic to the website. The film of the activation has since gone viral and awareness of the Levitra brand has grown exponentially.