CONDOM08: THE-GET-LAID-LIST by Ester for Lafa, Stockholm County Aids Prevention Programme

CONDOM08: THE-GET-LAID-LIST

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Sweden
Agency Ester
Creative Director Lotta Mellgren
Art Director Emil Jonsson
Copywriter Daniel Vaccino, Emma Zetterholm
Released June 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: STOCKHOLM COUNTY AIDS PREVENTION PROGRAM
Product/Service: PUBLIC HEALTH
Agency: ESTER
Date of First Appearance: Jun 11 2010
Entrant Company: ESTER, Stockholm, SWEDEN
Entry URL: http://www.queensbridge.se/kondom08/integrated/
Chief Executive Officer / Account Executive: Roger Kempe (Ester)
Creative Director: Lotta Mellgren (Ester)
Art Director: Emil Jonsson (Ester)
Copywriter: Emma Zetterholm (Ester)
Copywriter: Daniel Vaccino (Ester)
Graphic Designer: Michelle Christiansen (Ester)
Production Manager: Carina Winte Jernström (Ester)
Production company: (Queensbridge)
Media placement: 50 000 CONDOMS PACKAGED AS SMALL RECORD COVERS - HANDED OUT AT FESTIVALS AND EVENTS IN STOCKHOLM - 11 JUNE 2010
Media placement: POSTER WITH FREE CONDOMS - BARS, CAFÉS AND RECORD STORES - 11 JUNE 2010
Media placement: BLOG/CAMPAIGN SITE - THE INTERNET - 11 JUNE 2010
Media placement: DIRECT MARKETING - MUSIC REVIEWERS AND OTHER VIP S IN THE INDUSTRY - 11 JUNE 2010
Media placement: MUSIC VIDEO BANNERS - ENTERTAINMENT-SITES, DATING-SITES, BLOGS - 11 JUNE 2010
Media placement: VIRALS - VIMEO, YOUTUBE - 11 JUNE 2010
Media placement: GUERILLA-STICKERS - CONCERT POSTERS - 11 JUNE 2010
Media placement: TOP CHART / GET-LAID-LIST - SPOTIFY (Swedish Online Music Service) - 11 JUNE 2010
Media placement: RADIO SPOT - SPOTIFY (Swedish Online Music Service) - 11 JUNE 2010
Media placement: PR - LOCAL AND NATIONAL MEDIA - 11 JUNE 2010

Insights, Strategy & the Idea
Even though young Swedes know that condoms generally are a good idea, they aren't very good at using them. Our target audience (Stockholmers, aged 20-30) has become more careless, and consequentially sexually transmitted diseases are spreading in numbers, especially Chlamydia. The problem, studies suggest, lies in attitude. Condoms are often seen as an embarrassing break, an inconvenience.

Our mission was to turn the target audience on to safe sex, making the condom part of the fun. The objective was to find a distribution form, and an idea, which could literally make condoms a part of swingin' sex.

Creative Execution
To strike a blow for sweet safe sex, we went out and asked; what is the best music to get laid to? We created an open playlist on the campaign site condom08.nu, where anyone who wanted could contribute with their best get-laid-tune.

Thousands of free condoms packaged as small record covers were distributed at festivals, bars and record stores. By handing out condoms in environments where young people were surrounded by music, we made it easier for the audience to talk about safe sex as well as practicing it.

Events with a live playing street musician, guerrilla stickers, condom posters, radio and banners on Spotify and music-video-viral supported the campaign. We also sent out a DM with three unique condom covers to music reviewers and other VIPs in the industry. The condoms became the message, the media, the solution and of course the obvious soundtrack to summer sex.

Results and Effectiveness
The campaign was a huge success and contributed to a little more swingin' and safer sex.

Over 30400 people contributed and voted to highlight their best songs to get laid to on our open playlist on the campaign site condom08.nu, and many of them also subscribed on our Get-Laid-List on Spotify.

Our commercial on Spotify had the best click-rate of the summer, which was 9 times higher than average.

The campaign was mentioned on national television, radio, newspapers and magazines, as well as in blogs and micro-blog entries.

Already in July, Chlamydia-infections decreased with 14% compared to the previous month.