Try: TRY ME!

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: BAYER

Product/Service: LUBRICATING GEL

Agency: JWT

Date of First Appearance: Mar 10 2011

Entrant Company: JWT, Paris, FRANCE

Executive Creative Director: Ghislain de VILLOUTREYS (JWT Paris)

Account Supervisor: Alain LAURENT (JWT Paris)

Account Manager: Michael BERNIER (JWT Paris)

Creative Team: Les Gaulois (JWT Paris)

Marketing Manager: Mourad RAFII (Bayer)

Photographer: Alexis RAIMBAULT

Media placement: PRESS - SENSITIF - PAGE 9 - 1 MARCH 2011

Media placement: PRESS - SENSITIF - PAGE 11 - 1 MARCH 2011

Media placement: PRESS - SENSITIF - PAGE 13 - 1 MARCH 2011

Media placement: FLYERS - PARIS STREETS GAY AREA - 10 MARCH 2011

Media placement: STICKERS - PARIS STREETS GAY AREA - 10 MARCH 2011



Describe the objective of the promotion.



Try is a brand of personal lubricant that has had no communication since 5 years, but still lives strongly in the Marais, Paris' gay community. It is, for example, the brand used in large format in the gay bars "back-room's". Our aim was to invigorate the brand and celebrate its return to communication.



Describe how the promotion developed from concept to implementation.

Reconnect with the gay community, thanking them for their support and recognising the role they play for the brand. We developped a new catch phrase, "TRY ME!", derived from the name of the product, Try, in order to ad a new layer of connivance to our communication. On top of a press campaign depicting phallic objects with "TRY ME!" written on them, we distributed flyers and stickers in the Marais (Paris Gay area), inviting the community to take the campaign in their own hands, branding any object they want with the "TRY ME!" slogan.



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

We thought that if we'll go directly to them, and give them the opportunity to smile about a product such as a lubricant, we will get their attention.



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

The campaign took place in march, so we can't have any results regarding the sales. But, we did spread the word ! - throughout the web with lots of publications showing the press images, - throughout the streets of Paris with people who putted stickers all around the "Marais" area, on "phallic" objects, - throughout the stores with again people who putted stickers on "phallic" objects.