PJUR Promo, Case study VALENTINE'S DAY by Publicis Brussels

VALENTINE'S DAY
The Promo / PR Ad titled VALENTINE'S DAY was done by Publicis Brussels advertising agency for PJUR in Belgium. It was released in Feb 2010.
Advertising campaign for PJUR

PJUR: VALENTINE'S DAY

Brand
PJUR
Media
Promo, Case study
Released
February 2010
Posted
February 2010
Market
Belgium
Industry
Lubricants, Business equipment & services, Corporate Image
Agency
Publicis Brussels
Art Director
Sophie Norman
Creative Director
Paul Servaes
Creative Director
Alain Janssens
Copywriter
Nathalie Delchambre

Credits & Description:

Category: Best Use of Newspapers

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: Newpaper Ad - La Dernière Heure - 18 February 2010



Results and Effectiveness

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



Creative Execution

Pjur advertised Superhero in the newspaper and wished lovers Happy Valentine’s Day. The ad appeared four days after February 14th.



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 newspapers are full of “Happy Valentine’s Day” ads to lovers all over the country. Pjur took advantage of the event with an ad for its product “Superhero,” a spray which promises to delay orgasm and prolong pleasure.