VALENTINE'S DAY by Publicis Brussels for PJUR

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VALENTINE'S DAY

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Industry Lubricants
Media Promo & PR, Case study
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Art Director Sophie Norman
Copywriter Nathalie Delchambre
Released February 2010

Credits & Description

Category: Best Use of Radio
Advertiser: PJUR GROUP LUXEMBOURG
Product/Service: PERFORMANCE SPRAY FOR MEN
Agency: PUBLICIS BRUSSELS
Date of First Appearance: Feb 18 2010 12:00AM
Entrant Company: PUBLICIS BRUSSELS, BELGIUM
Account Manager: Nico Cornelis (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Creative Director: Paul Servaes (Publicis Brussels)
Copywriter: Nathalie Delchambre (Publicis Brussels)
Art Director: Sophie Norman (Publicis Brussels)
Media placement: Newspaper - La Dernière Heure - 18 February 2010
Media placement: Radio Campaign - RTBF - 18 February 2010

Results and Effectiveness
Numerous articles in Belgian magazines called it the first delayed reaction ad! Together with a newspaper ad, this advertising was seen and heard by more than 465,000 Belgians and Pjur made a grand entrance into the Belgian market.

Creative Execution
Pjur advertised Superhero on the radio wishing lovers Happy Valentine’s Day. The radio commercial was aired four days after February 14th. On that same day an ad appeared in a Belgian daily newspaper.

Insights, Strategy & the Idea
Pjur is a brand of condoms and erotic lubricants which wanted to make itself known in Belgium. February 14th is St Valentine's day, famous for expressing love. Every year the radio waves are full of 'Happy Valentine’s Day' radio commercials to lovers all over the country. Pjur took advantage of the event with a radio commercial for its product “Superhero,” a spray which promises to delay orgasm and prolong pleasure.