Big Boy Condoms Promo, Case study UNPLANNED MARRIAGE by (anonimo) Mexico

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UNPLANNED MARRIAGE

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Mexico
Agency (anonimo) Mexico
Creative Director Ray Lopez
Art Director Jorge Méndez, Gerardo Pedraza, Carlos E. Ramírez
Copywriter Juan-Jesus Fernandez-Jimenez
Digital Creative Director Guillermo Bernal
Released April 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BIG BOY CONDOMS
Product/Service: BIG BOY CONDOMS
Agency: ANONIMO
Date of First Appearance: Apr 23 2011
Entrant Company: ANONIMO, Mexico City, MEXICO
Entry URL: http://www.anonimo.mx/cannes/unplannedmarriage/bigboy_um.html
Chief Creative Officer: Marco Colín ((anónimo))
Chieh Creative Officer: Raúl Cardós ((anónimo))
Execuitve Creative Director: Rafael Martínez ((anónimo))
Creative Director: Ray López ((anónimo))
Digital Creative Director: Guillermo Bernal ((anónimo))
Copywriter: Jesús Jímenez ((anónimo))
Art Director: Carlos Ramírez ((anónimo))
Art Director: Gerardo Pedraza ((anónimo))
Art Director: Jorge Méndez ((anónimo))
3D Animation: (WE THE RIVE)
Account Manager: Horacio Navrarro ((anónimo))
Programmer: Adrián Pérez
Media placement: Banners - Website - April 23th 2011

Insights, Strategy & the Idea
Big Boy, as a relatively new brand of condoms in the Mexican market, was widely unknown among young adults. However, according to PROFECO (a Mexican organization designed to protect consumers), Big Boy is one of the two most resistant condoms, ideal for a safer sex.
By reminding our target the mishaps and consequences of using a bad condom, we were able to invoke with a banner the most stressful insight of a young adult: when your sexual partner gets pregnant and you are not ready for it and its consequences

Creative Execution
The banner, programmed in html5, was specifically designed to be appealing to our target. We couldn’t and didn’t want to release it on traditional websites (where the maximum allowed size of a banner is actually minimal) so we released it on a site dedicated to satire, humor and other topics relevant to the target. The number of people following this site is close to the 20 thousand, where most of them are our main target

Results and Effectiveness
As a result, more young adults got to know Big Boy as a reliable brand of condoms. We achieved to position the brand in a market ruled by international brands. According to our client’s analytics, they increased their sales in a 17.3% since the release of the banner