Idelyn: The Vagina Experiment [video]

Credits & Description:

Campaign name: The Vagina Experiment
Registrant: McCann Erickson Budapest
Client: Walmark
Brand: Idelyn
Designer: Ádám Csapó, Bruno Guimarães
Art Director: Anna Pushkareva
Executive Creative Director: Gábor Havasi
Creative director: Ioana Filip
Account Director / Manager: Petra Simon, Dóra Leposa
Director of photography: Márk Éry
PR director: Petra Simon, Carmen Bistrian
Strategic planner strategist: Marina Niks
Copywriter: Dóra Anikó Tóth, Priscilla Esteves Franco, Ioana Zamfir, Simona Suman
Digital creative: Lili Donka
Post Production: Gábor Deutsch, Barna Szőke, Milán Kardos, Zoé Zátonyi
Release Date: 25.01.2016
Synopsis:
Situation:
Idelyn Beliema is a regional brand, which developed their products for restoring women intimate health.
The women intimate hygiene problems are not only physical.
If they are facing problems with their vagina, it is influencing them physical and emotional too.
According researches, this problem is real across whole central and Eastern Europe.
They are not willingly speaking about it, they are hardly apply to doctor for medical advice.
The brief:
Creating brand awareness with a taboo-breaking campaign.
The long term goal for Idelyn brand is: the issues related to women genitals will not be taboo any more!
You can’t treat something if you can’t talk about it. So how can Idelyn, a female hygiene brand launch a vaginal care product line without being able to talk about vagina?
First, we started a debate and a voting about naming vagina.
Then, we developed a browser plug-in to replace hated names.
As we wanted women to be proud of their vagina, we opened a pop up store where we sold t-shirts that could be personalized with their vagina nicknames.
Finally, we relaunched our tvc with the most voted name. This way we found a way for women to talk freely about their vagina.
At first we had a video experiment in which we realized that women have been conditioned and taught to keep their vaginas a secret.
Then, we started a conversation about naming the genitals. For this we used a voting site.
Thanks to our browser plug-in, women could change the hated medical or childish names for their vagina nicknames.
After these we wanted to make women proud of their vagina words through our special t-shirt collection. We opened a pop up store and ran out of the shirts in only 2 days.
Finally, we relaunched our tvc with the most voted name. This way we found a way for women to talk freely about their vagina.
Human impact:
We made the first step forward to brake this important taboo.
Reach Engagement:
The campaign got huge press appearance, on several, non-paid media platforms, also the biggest portals (e.g.: Marie Claire, Playboy, Joy, Cosmopolitan, index, life, player, femina…).
Over 8,000,000 women reached.
Sales:
From zero, Idelyn became one of the top selling brands in the region in just one year.
Achievement against business targets:
The target was 100 and we got
114 creative names for genitals on our voting site.
We had to close the pop up store after 2 days, because it was sold out.
€ 237,000 earned media.