SEX DAY for Olla

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SEX DAY

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Brazil
Released July 2010

Credits & Description

Category: Healthcare and Services
Advertiser: OLLA
Product/Service: CONDOMS
Creative Director: Carlos Domingos (Age Comunicações)
Art Director: Henrique Mattos (Age Comunicações)
Copywriter: Daguito Rodrigues (Age Comunicações)
Art Director: Paulo Pretti (Age Comunicações)
Copywriter: Rodrigo da Matta (Age Comunicações)
Producer: Luiz Nunes (Age Comunicações)
Account Director: Adriana Meirelles (Age Comunicações)
Media Director: Thiago Ferraz (Age Comunicações)
Media Director: Claudia Santos (Age Comunicações)
Media Supervisor: Amanda Farah (Age Comunicações)
Media placement: TV commercials - MTV - 10 june 2009
Media placement: internet - MTV, Terra - 15 june 2009
Media placement: internet - You Tube - 20 june 2009
Media placement: radio - Metropolitana - 10 july 2009
Media placement: Ambient - New media (car) - 23 july 2009
Media placement: Ambient - New Media (parties) - 16 august 2009

Summary of the Campaign
Brazil is a cheerful, festive and very sensual country. In order to promote the condom brand Olla, we used all this disposition to mobilise Brazilians into making Sex Day official. But our budget was small, only USD 350,000. So we developed an integrated communication strategy in order to stimulate consumers, the media and politicians to join the movement. It all started with a manifesto that circulated on the Internet. We then dressed people in Sex Day T-shirts and they were in the audience of several TV shows and this grabbed the hosts’ attention. We then sent t-shirts and letters asking for web users, bloggers and journalists to support the idea. The support was massive: the site had more than 3 million visits. The fact gained media attention. Newspapers, comic strips, TV shows, brazilian personalities spontaneously mentioned the subject, a parade took place downtown, parties were organised. The movement was so successful that the petition had over 60 thousand signatures. Sales of Olla condoms grew 20% in comparison to the same period in the previous year. And best of all: the Bill for making Sex Day official is already at Congress and will be voted upon in 2010.

The Goal
We needed to increase sales of Olla condoms in the months of July, August and September – during these three months the condom market doesn’t present adequate results. This is why we created a date that involves this period. The target audience was young people from 18 to 30, of all classes and of both sexes. The brand is a sales leader among this audience.

Results
The Bill for making Sex Day official is already at Congress and will be voted upon in 2010; 3 million Brazilians accessed the campaign’s site, more than 60 thousand people signed the manifesto; the brand that sponsored the project had the greatest media exposure of all of its history; sales of Olla condoms grew by 20% in comparison to the same period in the previous year.

Execution
First, a manifesto circulated the Internet and caught the attention of many web users. After this we dressed people in Sex Day t-shirts and they were in the audience of TV shows, which caught the attention of the hosts. We then sent t-shirts and letters to several TV show hosts, journalists and bloggers, asking for their support. The result was massive: parties, parades, articles, interviews and many spontaneous actions came up.

The Situation
Olla is a Brazilian condom brand that has a small budget to invest in advertising. The condoms have the second top in sales in Brazil, but are the leader in the country’s main market, the state of São Paulo. The brand is also Top of Mind of the category. In other words, despite the small investment in media, the brand has great reception in the consumer market and is perceived as bold, innovative and young.

The Strategy
It all started with a manifesto that circulated the internet. Web users, bloggers and journalists helped spread the idea. The site had more than 3 million visits. This gained the medias attention. Newspapers, comic strips, TV shows, interviews and some of the greatest Brazilian personalities spontaneously mentioned the subject. The high point was a parade in downtown São Paulo with huge coverage from the media. The brand took the opportunity to create a commemorative kit that practically disappeared from drugstore shelves and even reached Portugal! Parties were organised across the country, getting attention from the media. One of these parties had over 3 thousand people!