Category: Ambient Media (Large Scale)
Advertiser: RFSU AB
Product/Service: INTIMATE SHAVING PRODUCTS
Agency: NAKED COMMUNICATIONS
Creative: Christoffer Dymling (Naked)
Account Manager: Anna Wallin (Naked)
Account Manager: Sofie Norrmén (Naked)
Visulizer: Simon Färninger (Naked)
Account Director: Fredrik Svensson (Naked)
Strategic: Johan Falk (Naked)
Media placement: Ambient - Toilet - 3/9-2011
Describe the brief/objective of the direct campaign.
RFSU wanted to make women interested in their customised products for intimate shaving. They knew that 90% shaved their genitals and as much as 70 % experienced problems from it. The brief was to change this behaviour.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We realised there were 70% neglected genitals out there - but how do you tell someone that they treat their genitals badly? Saying it as it is seems a bit too… intimate.
We decided to let the genitals deliver the message the only time their voice could be heard: when the pants are down.
Explain why the creative execution was relevant to the product or service.
We recorded an upset voice of ‘genitals’ and placed speakers inside crowded female restrooms around town. When our target went inside to use the toilet a sensor started our recorded voice. The ‘genitals’ informed their owner about RFSU’s customised products for intimate shaving. The target was extra recipient to the message since they had their pants down, and was alone in the restroom. It was also impossible to miss the message since it started every time someone used the toilet.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The solution was a part of a campaign that increased sales with 60% during the campaign period. Given the nature of the solution every woman who entered the toilet received our message.