Idelyn: The Vagina Experiment [image]

Credits & Description:

Agency: Mccann Budapest, Hungary
Client: Walmark
Product: Idelyn
Entrant: Mccann Budapest, Hungary
Title: The Vagina Experiment
Product/Service: Idelyn
Idea Creation: Mccann Budapest, Hungary
Pr: Mccann Budapest, Hungary
Production: Mccann Budapest, Hungary
Executive Creative Director: Gábor Havasi (McCann Erickson Budapest)
Creative Director: Ioana Filip (McCann Erickson Bucharest)
Art Director: Anna Pushkareva (McCann Erickson Budapest)
Copywriter: Dóra Anikó Tóth (McCann Erickson Budapest)
Copywriter: Priscilla Esteves Franco (McCann Erickson Budapest)
Copywriter: Iona Zamfir (McCann Erickson Bucharest)
Copywriter: Simona Suman (McCann Erickson Bucharest)
Designer: Ádám Csapó (McCann Erickson Budapest)
Designer: Bruno Guimarães (McCann Erickson Budapest)
Account Manager, PR Director: Petra Simon (McCann Erickson Budapest)
Strategic Planner: Marina Niks (McCann Erickson Budapest)
PR Director: Carmen Bistrian (McCann Erickson Bucharest)
Director of Photography: Márk Éry (McCann Erickson Budapest)
Agency Producer: Adrienn Nagy (McCann Erickson Budapest)
Digital Account: Lili Donka (McCann Erickson Budapest)
Post-production: Gábor Deutsch (McCann Erickson Budapest)
Post-production: Barna Szőke (McCann Erickson Budapest)
Post-production: Milán Kardos (McCann Erickson Budapest)
Post-production: Zoé Zátonyi (McCann Erickson Budapest)
Account Director: Dóra Leposa (McCann Erickson Budapest)
Website URL: http://findthename.eu
The Campaign
Find the Name!
In the campaign we empower women to name their genitals, because this is the first step to describe their problems and treat it properly.
Execution
We launched an online video to provoke females in which we asked a simple question: How do you call your genitals?
We directed them to our microsite (findthename.eu) where females were able to share their nickname for their Vagina. They could also vote for their favorite one submitted by other users.
We asked them to share it on Facebook.
We relaunched our brand TVC with the most voted name in it.
We created a Chrome/Firefox plug-in that replaced the word “Vagina” or the expression “female genitals” with their favorite vagina nickname.
We opened a Pop-up Store downtown Budapest. We teamed up with fashion designers and sold limited edition t-shirt collection. Females had to pay with their favorite vagina nicknames to get one. Calligraphists painted the names on the t-shirts. We “sold out” 1000+ in 2 days.
We have raised females and media attention to break this important taboo.
265,000+ views for the online video before YouTube blocked it.
We got
114 creative names for genitals on our voting site.
We had to close the pop up store after 2 days, because 1000+ t-shirts were sold out.
The campaign got huge press appearance, on several, non-paid media platforms offline and online, such as Marie Claire, Playboy, Joy, Cosmopolitan, Index.hu , Life, Player, Femina,… etc.
We earned € 237,000 worth media.
Over 8,000,000 women reached across the region.
From zero (it was the launch campaign for the brand), Idelyn became one of the top selling brands in the region in just one year, in the region.
The Situation
With an activation campaign we engaged women to propose names for their genitals, submit it, vote for their favorite one, express their nickname through fashion, use it when they are browsing on the internet, share it in social media.
The Strategy
Data gathering:
We have made a research and realized that women have been conditioned and taught to keep their vaginas a secret. They are ashamed and silent when they have to mention their genitals.
Approach:
Instead of just a problem-solution communication that most of the brands follow in this category, we decided to choose a completely different approach which intends to connect with the female psyche.
Call to action:
TURN SHAME INTO PRIDE!