Church & Dwight Promo MAGNUM LIVE LARGE PROJECT by Colangelo

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MAGNUM LIVE LARGE PROJECT

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR
Market United States
Agency Colangelo
Digital Creative Director Nat Sweeney
Released April 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CHURCH & DWIGHT / TROJAN® BRAND CONDOMS
Product/Service: CONDOMS
Agency: COLANGELO
Date of First Appearance: Apr 13 2010
Entrant Company: COLANGELO, Darien, USA
Entry URL: http://www.youtube.com/MagnumLiveLarge
Group Creative Director: Michael Asphar (Colangelo)
Account Director: Dan Liu (Colangelo)
Senior Brand Strategist: Julian Long (Colangelo)
Account Executive: Maria Orr (Colangelo)
Event Project Manager: Julianna Spain (Colangelo)
Digital Creative Director: Nat Sweeney (Colangelo)
Vice President Marketing Sexual Health: James Daniels (Church & Dwight)
Group Product Manager: Bruce Tetreault (Church & Dwight)
Director of Marketing Services: Dan Bracken (Church & Dwight)
Media placement: Print Ad Campaign - 1/2 Page Horizontal, 4/C Campaign - The Source, XXL, Vibe Magazine - 13 April, 2010
Media placement: Online Video – Two - Trojan Facebook Page, YouTube.com Trojan Channel, TrojanCondoms.com - 27 April, 2010
Media placement: Flash Banner Campaign - 300x250, 728x90, 160x600 - Radio One And Cipher Group Networks (E.g. Blackplanet.com, BET.com, Etc.) Etc) - 28 April, 2010
Media placement: Radio Campaign – Two (2) Spots - 14 Radio One Network Stations, Russ Parr And Rickey Smiley Network Stations - 28 April, 2010

Describe the objective of the promotion.
The makers of Trojan® Magnum® Condoms had two goals; one humanitarian, one business oriented:
• Leverage the brand’s key equities (gold foil trade dress, “Gold Standard” quality seal on pack, and the “Live Large” call to action) to motivate “safe” sexual practices (condom use) in a young, urban population plagued by surging STD rates.
• Grow domestic business by 10% in the face of aggressive competition from “copycat” brands and the recession’s very real impact on premium products.

Describe how the promotion developed from concept to implementation.
The brand’s greatest asset is its status as a genuine badge – one high-profile Hip Hop artists celebrate. Being a “Magnum Man” is about a life well lived. If you are “living large”, you protect that life by practising safe sex. Opportunity: Create a relevant conversation between the brand and consumers through music and facilitated by inspirational role models within the target audience. We created an evergreen initiative that encourages an open discussion of sexual health in urban communities by celebrating the culture – and the success of cultural icons.

Explain why the method of promotion was most relevant to the product or service.
We got the message out by partnering with Hip-Hop icon Chris Bridges (a.k.a. “Ludacris”). His well-known affinity for the Magnum brand and advocacy of responsible sexual behaviour made him an authentic and credible brand ambassador. A combination print/PR/online campaign drove consumers to a customised microsite where they were invited to join the conversation by submitting songs and then revisiting later to vote for their favourite entry. The contest culminated with extensive event activation at Atlanta’s 15th Anniversary Birthday Bash - America’s largest Hip Hop concert. An ideal setting to connect and resonate with people who embrace our definition of “Living Large.”

Describe the success of the promotion with both client and consumer including some quantifiable results.
• 175 million PR impressions including feature articles in the New York Times, Washington Post, Miami Herald, and Billboard magazine − and in dozens of category-specific publications and blogs.
• Artists submitted 2,074 songs − more than ten times the original goal of 200.
• 157,711 online votes − with each visitor spending ten minutes on average.
• 86% of voters were 18–34. Grew overall domestic business 22% YOY in the face of aggressive competitive activity, including two product launches that mimicked our trade dress, and enjoyed 30.4% YOY growth in Atlanta DMA following the "Birthday Bash" event .