K-y: THE JAZMIN CASE

Credits & Description:

Category: Healthcare and Services

Advertiser: JOHNSON & JOHNSON

Product/Service: KY GEL

Executive Creative Director: Javier Campopiano (DRAFTFCB)

Creative Director: Tony Waissmann (DRAFTFCB)

Copywriter: Lucas Bongioanni (DRAFTFCB)

Art Director: Javier Agena Goya (DRAFTFCB)

Producer Director (Agency): Martìn Mainetti (DRAFTFCB)

Agency Producer: Gabriel Lancioni. (DRAFTFCB)

Editor: Ale Narvaez (DRAFTFCB)

Account Supervisor: Karen Goldstein (DRAFTFCB)

Account Executive: Agostina Luzzi (DRAFTFCB)

Production Company: Furia (FURIA)

Director: Federico Paladino (FURIA)

Sound Design/Arrangement: Juan Casarino

Media placement: TV - América TV - 04/12/2011

Media placement: Radio - Radio La Red - 04/12/2011

Media placement: Press - Paparazzi - 04/12/2011

Media placement: Web - www.primiciasya.com - 04/12/2011



Summary of the Campaign

KY is the intimate gel for those couples who need to boost their sex life. The problem is, nobody wants to talk about lack of sexual desire in their relationship. So, how can we communicate, on a low budget, something that no one wants to hear about?

Through something that everyone wants to see: intimate videos of a famous female model.

We published the videos and rumours through small and very cheap product placements on TV, radio and magazines. When the rumors about these videos became a scandal, we sneaked them onto the web, but as incomplete videos. The press spread the news on the internet, radio and television. Then, we disclosed the final part of the videos, revealing that they did not have any hot scenes at all. On the contrary, they all ended with funny, almost stupid situations. Then, we let out our message, showing that even a sexy model can have a boring sexual life. “Your intimacy is lacking intimacy. Raise the temperature of your relationship with KY”.



The Situation

Placement of KY Gel as the steady couple restorer for those who have a lack of sex in their relationship, within the framework of KY Gel’s release in Argentina.



The Goal

Addressing the target in an innovative way, in order to deliver a subject nobody wants to hear about: the lack of pep in their sexual life.



The Strategy

Create a scandal through some intimate videos of a famous model and journalist, Jazmín de Grazia.



Execution

We published the videos and rumours through small and very cheap product placements on TV, radio and magazines. When the rumours about these videos became a scandal, we sneaked them onto the web, but as incomplete. The press spread the news. Then we disclosed the final part of the videos, revealing that they did not have any hot scenes at all. On the contrary, they all ended with funny, almost stupid situations. Just then, we let out our message, showing that even a sexy model can have a boring sexual life. “Your intimacy is lacking intimacy. Raise the temperature of your relationship with KY”.



Documented Results

More than half a million views in the first month on YouTube in Argentina.

Hundreds of thousands of dollars worth of media with a minimum investment.

A 31% increase on sales (JNJ NTS Financial Information)

And most importantly, we found the way to share our message on a simple, amusing basis: if your intimacy is out of intimacy, you need KY GEL.