THE WORLDS SIMPLEST CHLAMYDIA TEST by Naked Communications for Rfsu

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THE WORLDS SIMPLEST CHLAMYDIA TEST

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Media Promo & PR, Case study
Market Sweden
Agency Naked Communications
Creative Director Fredrik Preisler
Creative Christoffer Dymling, Fatih Okan
Account Supervisor Fredrik Svensson
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: RFSU
Product/Service: HOME CHLAMYDIA TEST
Agency: NAKED COMMUNICATIONS
Date of First Appearance: Aug 1 2010
Entrant Company: NAKED COMMUNICATIONS, Stockholm, SWEDEN
Account Supervisor: Fredrik Svensson (Naked Communcations)
Account Manager: Anna Wallin (Naked Communcations)
Creative: Christoffer Dymling (Naked Communcations)
Creative Director: Fredrik Preisler (Naked Communcations)
Creative: Fatih Okan (Naked Communcations)
Planner: Johan Falk (Naked Communcations)
Graphic Designer: Mårten Magnusson (Freelance)
Web Production: (Rebenga)
Media placement: Ambient - Urinals - 1 August 2010
Media placement: TVC - SF MEDIA - 1 August 2010
Media placement: Banners - Aftonbladet.se, Blocket.se - 1 August 2010
Media placement: Print - Vice Magazine - 1 August 2010

Insights, Strategy & the Idea
Brief:
Launch RFSU’s discreet and painless test for Chlamydia that you can do at home and receive answer online within 24 h.

Insight:
Launching a Chlamydia test in Sweden is complicated since testing yourself for chlamydia has so far been an embarrassing and painful experience. Making our target fool themselves in to thinking that they don’t need to test themselves.

Strategy:
We needed to bring them out of their denial and make them realize that they actually want to know if they have the disease or not. To succeed with this we had to trick them a little.

Idea:
Make faked chlamydia tests that was so simple to do that you couldn’t withstand to try it. And by doing so, making them mentally realize that they in fact wanted to test themselves. Good thing RFSU offers the simplest way to do it then!

Creative Execution

In several channels we created faked Chlamydia test. In urinals we placed a sticker that looked like a serious and scientific test with the text "Pee here to see if you have chlamydia”. When peeing on the sticker a heat-sensitive color disappears from the sticker and reveals our message: “It’s not quite that simple, but almost”.
In print you could test your saliva using the same technology as in the stickers.
In TVC the message was that color blindness and Chlamydia had a strong connection.
In banners we claimed you could scan your eye or test your memory to see if you had Chlamydia. When you had been fooled you could send the test to a friend, making the campaign spread online.

Results and Effectiveness
The results for the campaign were great. The sales of the product increased by 126%. Which made RFSUs home Chlamydia test become the market leader. And this in a market where you can order free Chlamydia home test from the governmental hospitals.