Psi Promo AIDS DOESN'T SHOW by Centrade Saatchi & Saatchi Bucharest

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Industry Contraceptives & Pregnancy Tests, Business equipment & services, Corporate Image
Media Promo & PR
Market Romania
Agency Centrade Saatchi & Saatchi Bucharest
Creative Director Jorg Riommi, Arturo Vittorioso, Daniela Nedelschi
Art Director Vlad Chirca
Copywriter Andrei Nica, Sorana Caracudovici
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: PSI ROMANIA
Product/Service: LOVE PLUS CONDOMS
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI ROMANIA, Bucharest, ROMANIA
Creative Director: Jorg Riommi (Saatchi & Saatchi Romania)
Head of Art Direction: Daniela Nedelschi (Saatchi & Saatchi Romania)
Copywriter: Sorana Caracudovici (Saatchi & Saatchi Romania)
Copywriter: Andrei Nica (Saatchi & Saatchi Romania)
Art Director: Vlad Chirca (Saatchi & Saatchi Romania)
Account Manager: Mihai Lucanu (Saatchi & Saatchi Romania)
Media placement: Event - Mojo Club, Coyote Cafe, Jukebox Club, Club A - 01.12.2009

Describe the objective of the promotion.
Issue: When people go out in a club, they often get carried away. They try to pick up a hot partner and tend to forget that you can’t spot AIDS at a glance. Objective: We want to remind people that AIDS to always protect themselves in an environment where most people come to pick up a partner: the club.

Describe how the promotion developed from concept to implementation
Concept: Tag people in the club with invisible stamps delivering the message(Aids doesn’t show) and reveal the stamps at a certain point through UV light.

Describe the success of the promotion with both client and consumer including some quantifiable results
More than 3000 people exposed, 1000 condoms distributed, huge spontaneous buzz and word of mouth generated on blogs and social networks.

Explain why the method of promotion was most relevant to the product or service
The event took place on the night between 30 of November and 1st of December, which, besides being international AIDS day, it’s also the national day of Romania, thus a very good reason for partying. It’s a well known fact that most sexual relations begin with a drink in a club, so we decided to remind people to always protect themselves from AIDS and also give them the best solution, just when the level of hormones is the highest.