KAMA SUTRA CLOCK by Z+ Sao Paulo for Prudence

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KAMA SUTRA CLOCK

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR
Market Brazil
Agency Z+ Sao Paulo
Executive Creative Director Leo Macias E Alan Strozenberg
Creative Director Leonardo Macias
Art Director Paulo Pejon
Copywriter Ze Ricardo Novoa
Account Supervisor Marília Martins
Released December 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: PRUDENCE CONDOMS
Product/Service: CONDOMS
Agency: Z+
Date of First Appearance: Dec 20 2010
Entrant Company: Z+, Sao Paulo, BRAZIL
Executive Creative Director: Alan Strozenberg (Z+ Publicidade)
Creative Director: Leonardo Macias (Z+ Publicidade)
Copywriter: Zé Ricardo Novoa (Z+ Publicidade)
Art Director: Paulo Pejon (Z+ Publicidade)
Account Supervisor: Marília Martins (Z+ Publicidade)
Advertiser’s Supervisor: Daniel Marun (DKT)
Production: Diogo Piccinino (Z+ Publicidade)
Art Buyer: Alice Imamura (Z+ Publicidade)
Media placement: Tempory Exhibition - Supermarket And Pharmacy - 20 December2010 - 20 March2011

Describe the objective of the promotion.
Prudence Long-Lasting Effect is a condom with a special additive that provides more control to the man. With it, intercourse lasts much longer. But Prudence Long-Lasting Effect is not yet well known or sought by consumers.

Describe how the promotion developed from concept to implementation.
A special stunt at the point of purchase was necessary. A stunt that’s as special and innovative as the product.

Explain why the method of promotion was most relevant to the product or service.
To draw even more attention to the product, and to display the main benefit - providing more control to the man and more time for intercourse - in a quick and clear way, we developed a special kind of clock. Instead of the traditional numbers, we put positions from the Kama Sutra. The clocks were hung on the walls of the purchase points, giving real suggestions for consumers. After all, with Prudence Long-Lasting effect, pleasure lasts longer.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With the fancy clocks, Prudence Long-Lasting Effect condoms became known and sought by the public. The choice for this type of condom grew and the result was very satisfactory. With a relatively small investment and a valuable gift, the acceptance in stores was complete, and the publicity, immense.