THE LAST ONE WINS by Marcel Paris for Yoba

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THE LAST ONE WINS

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Industry Sex shop
Media Promo & PR, Case study
Market France
Agency Marcel Paris
Art Director Sophie Nauton
Copywriter Tom Mayer
Producer Alain Dib
Released March 2011

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: YOBA
Product/Service: SEX TOYS & LONG LASTING PLEASURE ACCESSORIES (SHOP & E-SHOP)
Agency: MARCEL
Date of First Appearance: Mar 25 2011
Entrant Company: MARCEL, Paris, FRANCE
Entry URL: http://www.thelastonewins.com
Partner/Executive Creative Director: Anne de Maupeou (Marcel)
Partner/Executive Creative Director: Véronique Sels (Marcel)
Partner/Executive Creative Director: Sébastien Vacherot (Marcel)
Art Director: Sophie Nauton (Marcel)
Copywiter: Sylvain Chaillou (Marcel)
Copywriter: Tom Mayer (Marcel)
Production Company: Satelite My Love
Producer: Alain Dib (Satelite My Love)
Account Manager: Blandine Mercier (Marcel)
Project Manager: Jean Jeunet (Marcel)
Project Manger: Anna Levy (Marcel)
Media placement: Website - Internet - 25 Mars 2011

Insights, Strategy & the Idea
372 million websites are about sex. Every second, 28,258 people watch sex online.

In this very competitive context, our objective was to get people’s attention on Yoba sextoys and sexy underwear. We wanted them to come and to stay longer on our website. We wanted them coming back.

The idea: The last one wins, the first races online that reward the last one to finish. People bet online and get 10% and 20% off on longer lasting pleasure accessories.

Creative Execution
No naked human bodies but… turtles. 1 stylist. 3 races. 18 competitors. Incredible slowness… on the verge of immobility! Speed limits below zero! Races so slow you’ll think your computer has crashed!

By showing turtles instead of naked human bodies, by talking about longer lasting pleasure accessories through funny bets online, we were really different. We also were able to catch new prospects who are not familiar with sex toys. Showing them turtles, we didn’t make them feel guilty about sex.

Results and Effectiveness
- Prospects from 89 countries attracted.
- 15,000 pages viewed with a minimum time spent of 1.39 minutes.
- 1,732 blogs involved.
- 14,000,000 impressions.
- 282,340 videos viewed.
- 26% of the audience watched the whole video.