Tulipan: CUSTOMISED CONDOMS

Credits & Description:

Category: Best Consumer Engagement

Advertiser: TULIPAN

Product/Service: CONDOMS

Agency: Y&R

Date of First Appearance: Apr 15 2011

Entrant Company: Y&R, New York, USA

Entry URL: http://creatutulipan.com.ar

Executive Creative Director: Guillermo Vega (Y&R)

Executive Creative Director: Icaro Doria (Y&R)

Art Director: Roy Torres (Y&R)

Copywriter: Anthony Falvo (Y&R)

Senior Content Producer: Nik Traxler (Y&R)

Developer: (Intacto)

General Accounts Director: Samantha DiGennaro (Intacto)

Client Director: Ariadna Travini (Intacto)

Art Director: Damian Lettiero (Intacto)

CSS Specialist: Diego Diaz (Intacto)

Development Director: Fabian Mesaglio (Intacto)

Senior PHP Developer: Yegor Totiv (Intacto)

Action Script Coordinator: Gabriel Barzola (Intacto)

AS3 Developer: Giovanny Valdes (Intacto)

Media placement: Online - Twitter, Facebook - 15/4/2011



Insights, Strategy & the Idea

As a brand, Tulipan has never needed to shove "Wear A Condom" messaging down consumer's throats. Those messages have become completely meaningless, especially to a geneartion that doesn't like to be be told what to do. Instead, Tulipan wanted to recapture people's interest and in a way reinvent the way consumers saw practicing safe sex. So they took what they do best and created a brand of customizable condoms for unique self-expression.



Creative Execution

Besides inventing the technology to bring the idea of customizable condoms to life, the giveaway aspect is what makes this experiment unique. We weren't asking anyone to buy anything. We were simply offering people something they had neer seen before and allowing them to make it their own. We used social media, where these people are aleady expressing themselves, to get their attention and made it possible for them to share their customized Tulipan condom with their friends.



Results and Effectiveness

All over Argentina, the highest ranking participants in the contest received condoms custom-printed with their personalized phrases. Tulipan helped put the fun back into safe sex, but more importantly, got young people talking about and engaging with condoms again