THE CODE OF PLEASURE by UM for Today

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THE CODE OF PLEASURE

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Colombia
Agency UM
Creative Director Francisco Jose Galan Ribeiro
Released September 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: WYETH CONSUMER HEALTH CARE
Product/Service: TODAY CONDOMS
Date of First Appearance: Sep 2 2009 12:00AM
Entrant Company: UM COLOMBIA, Bogotá, COLOMBIA
Creative Director: Francisco Galan
Account Director: John Villafañe
Strategic Planning Director: Mario Mejia
Account Service Director: John Jairo Arango
Account Digital Service: Adriana Santiago
: (McCann Erickson Colombia)
: (Publicaciones Semana Digital)
Media placement: Online Activity - SOHO Magazine´s Website - 02/09/2009

Results and Effectiveness
• According to Nielsen, the reference TODAY LONG ACTION increased its sales per unit physical volume by 6% during the period September / October to November / December 2009 (period when activity was conducted), a good number considering that the activity lasted only a month. • One month before the event the traffic to the TODAY CONDOMS website was about 15,500 visits per month and we increased this traffic to 83,631 visits per month that represents an increase of 440% • The brand database increased by 3,700 registrations in just one month. • 4,124, 929 unique users were impacted.

Creative Execution
We found out that the most visited section on the website of SOHO magazine is “SOHO WOMEN”; a compilation of photos of the main models of the country but the best photos appear with an image of a padlock and cannot be seen if there is no subscription to printed magazine. We sponsor this section for a month where people could see a banner of TODAY LONG ACTION and if they wanted to “EXTEND THE PLEASURE” of seeing the forbidden photographs, they had to click on this banner that leads them to the TODAY CONDOMS homepage where they could get the CODE OF PLEASURE. The only condition is that they leave their personal data (name, age, email, and so on) to receive, via email, a code which would unlock the exclusive material, selling the product benefits and, most importantly, entertaining our target.

Insights, Strategy & the Idea
• TODAY CONDOMS have several references to improve the sexual performance and they had to communicate the benefits of the new reference TODAY LONG ACTION that has a retarding-action lubricant allowing extended moments of pleasure. • The objective was to generate a database of the target leading people to the TODAY CONDOMS website. Our target have high affinity for digital media where they basically look for experience and fun, but one factor that attracted our attention was the fact that they also use them to seek answers to their sexual concerns and dare not ask their relatives or friends. People are always trying to do more in the various activities they perform in their lives, always looking for something more beneficial although sometimes obstacles appear in the way, and of course this involves sexual activity. Insight: “I want to last longer but ...”