Okamoto Promo, Case study NIGHTCAP by Tequila\ Singapore

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Singapore
Agency Tequila\ Singapore
Creative Group Head Maurice Wee, Antti Toivonen
Creative Director Oz Dean
Art Director Reginald Ocampo
Copywriter Martin Loh, James Holman Tbwa
Released December 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: OKAMOTO CONDOMS
Creative At Large/Asia-Pacific: John Merrifield (TBWA \ Tequila\ Singapore)
Creative Director: Oz Dean (TBWA \ Tequila\ Singapore)
Creative Group Head: Antti Toivonen (TBWA \ Tequila\ Singapore)
Creative Group Head: Maurice Wee (TBWA \ Tequila\ Singapore)
Copywriter: James Holman (TBWA \ Tequila\ Singapore)
Copywriter: Martin Loh (TBWA \ Tequila\ Singapore)
Art Director: Reginald Ocampo (TBWA \ Tequila\ Singapore)
Digital Art Director: Alex Kwa (TBWA \ Tequila\ Singapore)
Managing Director: Brent Farrell (TBWA \ Tequila\ Singapore)
Senior Account Manager: Melanie Keppler (TBWA \ Tequila\ Singapore)
Planner: Brent Tollman (TBWA \ Tequila\ Singapore)
Production Manager: Joanna Lim (E-Graphics Singapore)
Media placement: The Nightcap-Coaster - Lo & Behold Group Restaurants, Bars & Clubs - 6 December 2011
Media placement: Nightcap User Guide Video - Youtube - 24 November 2011
Media placement: Nightcap PR Kit - Bloggers & Lifestyle Media - 6 December 2011

Insights, Strategy & the Idea
In Singapore, it’s practically illegal to advertise condoms. With condoms sold only in pharmacies and convenience stores, and with competitor Durex dominating shelf space, Okamoto needed a clever way to reach 18-35 year-old Singaporeans.

We decided to go where Singaporeans hook up: clubs and bars. In Singapore, clubs don't have condom vending machines. On the other hand, no one wants to make an embarrassing detour past the corner store if they get lucky: When it comes to having sex, Singaporeans are extremely discrete. Our solution was to provide Singaporeans with an unnoticeable way to purchase a condom at the end of the night.

Creative Execution
At just 0.02mm thin, the Okamoto condom could fit inside a coaster. We tied up with some of Singapore's favourite bars and clubs, and created a special drink that comes with our coaster. The condom is hidden, so you'll get the cover you need, when no one needs to know about it.

To let our audience know of its availability, we placed posters in toilets. Once people found out about the Nightcap, the buzz started. Bloggers and lifestyle magazines wrote about it and people even posted YouTube videos of themselves ordering them in the bars.

Results and Effectiveness
The Nightcap reached an audience of more than 100,000 Singaporeans on premise, and was supported by coverage on blogs, social media and in the press, with magazines such as FHM, Her World, and 8 Days giving the Nightcap featured reviews. Pretty good for a product that was designed to go undetected.