Cesvi Promo, Case study THE CONDOM MOB by Now Available

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Italy
Agency Now Available
Creative Director Stefano Morelli
Released December 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: CESVI ONLUS
Date of First Appearance: Dec 3 2009 12:00AM
Entrant Company: NOW AVAILABLE, Milan, ITALY
Entry URL: http://www.youtube.com/cesviamo#p/u/14/t6wXK1NuUxg
Creative Director: Stefano Morelli (Now Available)
Project Leader: Daniela Buoli (Now Available)
Unconventional Strategic Planner: Rossella Ferrara (Now Available)
Event Specialist: Michele Prevato (Now Available)
PR Manager: Alessandro Turchi (Now Available)
Media placement: Ambient - University IULM Of Milan - 3 December 2009

Results and Effectiveness

The bet has been won. On 3rd December 2009, Cesvi gives its good example, creating real and strong engagement: 200 students enter the giant condom. The first Condom Mob ever takes place. The media coverage of the campaign is impressive: TV, radio, magazines, social networks and hundreds of websites and blogs spread the news. During the following days, engagement goes on in a user generated mode: curious and funny bets are made by students in order to sensitise friends on HIV prevention.

Creative Execution
The agency presents a great, unexpected and provocative bet: 100 students from IULM University in Milan would enter a giant, 12 metre-long condom, placed right in front of the building main entrance. “The Condom Mob”, the first flash mob inside a condom, has been launched. Students are engaged through online and offline activities. Facebook and main social networks, along with blogs and forums, creates continuous word of mouth, while guerrilla and ambient media raise attention inside the university.

Insights, Strategy & the Idea
45% of worldwide HIV infections affects young people aged 15-24. In spite of this, in Italy only 17% of young adults uses condoms to protect themselves (Anlaids data). Cesvi, a local NGO, asks the agency to create an event in order to make aware young people of the HIV menace through deep involvement and active engagement. Cesviamo, the first social network built by Cesvi to sustain fundraising among young people, has to be the key platform to support the activity.