FIRST VIRAL IN THE WORLD ON CHATROULETTE.COM by STAMENKOVITS STIBBE STALENHOEF SCHREUDER & ORCHESTRA for Condomerie

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FIRST VIRAL IN THE WORLD ON CHATROULETTE.COM

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Netherlands
Agency STAMENKOVITS STIBBE STALENHOEF SCHREUDER & ORCHESTRA
Executive Creative Director Bela Stamenkovits
Designer Donnie De Meijer, Marlyn Barends
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CONDOMERIE.COM
Product/Service: CONDOMS
Agency: STAMENKOVITS STIBBE STALENHOEF SCHREUDER & ORCHESTRA
Date of First Appearance: Mar 15 2010
Entrant Company: STAMENKOVITS STIBBE STALENHOEF SCHREUDER & ORCHESTRA, Amsterdam, THE NETHERLANDS
Executive Creative Director: Bela Stamenkovits (SSSS & Orchestra)
Creative Director Copy: Ramon Stalenhoef (SSSS & Orchestra)
Creative Director Art: Mischa Schreuder (SSSS & Orchestra)
Designer: Donnie de Meijer (SSSS & Orchestra)
Designer: Marlyn Barends (SSSS & Orchestra)
Account Director: Martijn Amendt (SSSS & Orchestra)
Media placement: Online - Online - 15/03/2010

Insights, Strategy & the Idea
The number of visitors on condomerie.com was declining and condomerie.com became less top of mind. The target is to create as much as possible impact with as little as possible means, in order to get condomerie.com back in the picture. The concrete target is to raise traffic to condomerie.com in the coming six months with 30%.

The target group is 18-35 years, websavvy, used to buy products such as condoms via the internet.

Young people make contacts via the internet and in real life faster and faster, and are becoming more and more careless in sexual contacts. One of the latest ways to make contact online is via chatroulette.com. With one click you get in touch with anyone. You can exchange messages with each other and with another click your contact is gone and you make automatically new contacts.

Creative Execution
We were the first that saw Chatroulette.com as the ideal advertising medium. We explained that you have to be careful with varying sexual contacts. To draw attention (and keep it!) we’ve put a beautiful woman behind the webcam. It seems as if she is stripped to the waist and she holds a sign before her with the text “BINGO. You’re now in touch with a HIV infected person. Don’t play Russsian roulette in real life. Condomerie.com”.

Visitors of chatroulette.com got this message automatically and could react on it or discuss about it. For a week thousands of chatrouletters have been surprised this way. We made a compilation of this action and spread it via online media to inform more people of our action and message. Of course it helped a lot that Condomerie.com was the first in the world to use Chatroulette.com as a media channel.

Results and Effectiveness
It was striking to see how surprised and positive people reacted on the action. Because of all the thumbs that went up and the reactions of people who wrote at once, it appeared that the creative medium used was highly appreciated. The action was also broadly picked up by the media, which generated a lot of free publicity. During the campaign and in the first few weeks after it, traffic to Condomerie.com has been risen with almost 250%!