K-y: THE SOUND REPLACER

Credits & Description:

Category: Best Online Advertising in a Promotional Campaign

Advertiser: JOHNSON & JOHNSON

Product/Service: K-Y

Agency: BORGHIERH/LOWE

Executive Creative Director: José Henrique Borghi (Borghierh/Lowe)

Executive Creative Director: Erh Ray (Borghierh/Lowe)

Executive Creative Director: Fernando Nobre (Borghierh/Lowe)

Creative Director: Fernando Nobre (Borghierh/Lowe)

Copywriter: Pedro Corbett (Borghierh/Lowe)

Art Director: Piu Afonseca (Borghierh/Lowe)

Media placement: Banners - Www.multishow.com.br - 27/04/2012



Describe the objective of the promotion.

- Help the K-Y consumers to watch hot videos no matter where they may be, with absolute privacy.



Describe how the promotion developed from concept to implementation.

- With the idea in mind, we developed the K-Y special banners using the most typical sounds from videos seen on the Internet: football, TV series and news shows. We then found the most accessed websites by our consumers and placed the banners there, for the users to replace the sound of the videos they were watching.



Explain why the method of promotion was most relevant to the product or service.

- K-Y is a product meant for people to live pleasure, no matter where they may be. With this action we managed to expand even more the array of possibilities for our consumers for this small moment of pleasure and even inspiration for a more complete pleasure with good company, later.



Describe the success of the promotion with both client and consumer including some quantifiable results.

- The client loved the special banner because it managed to convey in a fun manner all the help that K-Y offers their consumers in their moments of pleasure. The consumers started using the banner in different locations, without being discovered and with total privacy. We impacted, in the first few days, more than 9,000 consumers.