LEGS by Borghi/Lowe Sao Paulo for K-y

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LEGS

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Industry Lubricants
Media Promo & PR
Market Brazil
Agency Borghi/Lowe Sao Paulo
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Denis Gaddini
Copywriter Rodrigo Martin
Photographer Márcio Fischer
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: JOHNSON'S & JOHNSON'S
Product/Service: INTIMATE LUBRICANT
Agency: BORGHIERH/LOWE
Date of First Appearance: Mar 25 2010 12:00AM
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Executive Creative Director: José Henrique Borghi (Borghierh / Lowe)
Executive Creative Director: Erh Ray (Borghierh / Lowe)
Creative Director: Fernando Nobre (Borghierh / Lowe)
Art Director: Denis Gaddini (Borghierh / Lowe)
Copywriter: Rodrigo Martin (Borghierh / Lowe)
Account Manager: Priscilla Carvalho (Borghierh / Lowe)
Head of Planning: Gabriela Soares (Borghierh / Lowe)
Photographer: Márcio Fischer (Borghierh / Lowe)
Media placement: Sampling Activation - Bars - 25/03/2010

Describe the objective of the promotion.
KY needed to get closer to its target audience. But we needed to do it in an irreverent way so that the public could have fun even though they were dealing with an issue associated with a taboo.

Describe how the promotion developed from concept to implementation
We used a traditional Brazilian gimmick often done in bars to demonstrate the product’s effect. The gimmick consists of transforming a toothpick into two little legs, which open up when in touch with KY Gel.

Describe the success of the promotion with both client and consumer including some quantifiable results
Thousands of people joined the gimmick in more than 10 bars, where they could learn more about the product in a informal, funny way, so it was easier to put any kind of prejudice aside. In the end, it was a success; people were rushing to get their samples, until they were all gone.

Explain why the method of promotion was most relevant to the product or service
The gimmick is traditionally done in bars where the public feel more easy-going because it’s a place to unwind, generally among friends, making this an ideal time to talk about things considered taboo.