PJUR: VALENTINE'S DAY

Credits & Description:

Category: Best Use of Radio

Advertiser: PJUR GROUP LUXEMBOURG

Product/Service: PERFORMANCE SPRAY FOR MEN

Agency: PUBLICIS BRUSSELS

Date of First Appearance: Feb 18 2010 12:00AM

Entrant Company: PUBLICIS BRUSSELS, BELGIUM

Account Manager: Nico Cornelis (Publicis Brussels)

Creative Director: Alain Janssens (Publicis Brussels)

Creative Director: Paul Servaes (Publicis Brussels)

Copywriter: Nathalie Delchambre (Publicis Brussels)

Art Director: Sophie Norman (Publicis Brussels)

Media placement: Newspaper - La Dernière Heure - 18 February 2010

Media placement: Radio Campaign - RTBF - 18 February 2010



Results and Effectiveness

Numerous articles in Belgian magazines called it the first delayed reaction ad! Together with a newspaper ad, this advertising was seen and heard by more than 465,000 Belgians and Pjur made a grand entrance into the Belgian market.



Creative Execution

Pjur advertised Superhero on the radio wishing lovers Happy Valentine’s Day. The radio commercial was aired four days after February 14th. On that same day an ad appeared in a Belgian daily newspaper.



Insights, Strategy & the Idea

Pjur is a brand of condoms and erotic lubricants which wanted to make itself known in Belgium. February 14th is St Valentine's day, famous for expressing love. Every year the radio waves are full of 'Happy Valentine’s Day' radio commercials to lovers all over the country. Pjur took advantage of the event with a radio commercial for its product “Superhero,” a spray which promises to delay orgasm and prolong pleasure.