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Big Sexy Album

基本信息
行业: 美容与健康
媒体:广播
风格: Minimalism
说明cnen
Why is this work relevant for Branded Content & Entertainment?

With healthy market share and strong brand trust, Trojan™ Brand Condoms had excelled at communicating functional benefits of condoms. But to unlock growth and encourage better condom compliance, we had to make Trojan culturally relevant and demonstrate that our sex-positive mission aligns with those of young sex-having people today. Creating a real music album with catchy tunes sung by The Trojan Man™ was a no-brainer. It allowed us to capture more than :06 of attention, and normalize discussion of an all-too-often taboo topic—sexual health and sexual expression—in a humorous, relatable, catchy, and at the end of the day, entertaining way.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

Trojan Brand Condoms are America's #1 condom, for over 100 years. They are made from premium latex to help reduce the risk of unintended pregnancy and sexually transmitted infections. They are a Type 2 medical device regulated by the FDA. Trojan is committed to public health efforts supporting sexual health.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Trojan condoms help reduce the risk of unintended pregnancy and sexually transmitted infections. Every condom is electronically tested to help ensure reliability. More Americans trust Trojan than any other condom. Trojan promotes a safe and healthy sex life, and is dedicated to delivering high-quality products that offer pleasure and protection.

Background

Condom compliance was down, as STI rates grew in the U.S. (Gonorrhea +18.5%, Chlamydia +4.7%, Syphilis +17.6%). Additionally, social chatter about condoms had drastically decreased (a -23% decline in social conversation volume about ‘condoms’ in 2017 vs. 2016). When was the last time a TV show or movie showed an honest sex scene involving a condom application fumble? With the advent of powerful medicine to contain the AIDS epidemic and the proliferation of contraception alternatives, condoms aren’t on most people’s minds. We needed to get condoms back into culture. The brief was simple: develop an unexpected brand action that is the embodiment of our mission to enable confident and healthy exploration in order make Trojan condoms culturally relevant. Our KPIs included press pickup, impressions, and streams/listens, as well as reviews of the album and perception movement (seeing Trojan as a more relevant, modern brand).

Describe the creative idea

The world of modern sex is changing. With more sexual freedom and experimentation than ever before, young adults are eager to explore but don’t always know how. To guide people on their sexual journey, we resurrected 80s ad icon, The Trojan Man, as a modern sex-positive guru, and launched his campaign in 2018. Then, on the year’s longest night (Dec. 21) he debuted his Big Sexy Album, six songs for lovers seeking sensual advice in the form of eclectic musical stylings. From country and pop tracks to electronic and folk jams, the album promotes sex positivity and sexual health.

Describe the strategy

Condoms just aren’t as relevant anymore as they have been in the past. Young adults aren’t always wearing them. However, there hasn’t been a better time to be having sex than right now, as the sex positivity movement encourages healthy sexual exploration of many kinds and a rejection of the norms of yore. Excitement around sex today comes from its openness, which is why we positioned Trojan condoms as a ticket to confident exploration.

For a generation that finds sex tough to talk about - humor was a strategic decision that gave us a way in. It gave us license to tackle taboo topics that were informed by social listening. ‘C.L.I.T.O.R.I.S.’ became our dance pop call for equal opportunity climaxing. ‘I Touched a Penis’ was an ode to exploring sexual orientation. And ‘I Won’t Go Bareback’ heroed a young adult committing to wearing a condom.

Describe the execution

For the “Longest Night of the Year” (Winter Solstice) on December 21st, The Trojan Man debuted the steamiest record of the season with Big Sexy Album.

To generate social chatter and curiosity, the communication’s team seeded 65 top tier media a sensual suggestion kit filled with a vinyl album, USB drives with the links to Spotify and SoundCloud, and essentials for the night—lube, toys and Trojan Brand Condoms.

Once the kits were sent out, the team went wide to men and women’s lifestyle, late night television, entertainment, men’s humor, music, news and marketing & advertising trade press to ignite buzz for the Longest Night.

Sing-along lyrics include:

“It’s the C.L.I.T.O.R.I.S. That’s the part that she likes best...remember the important, incredible, clitoris.” – “C.L.I.T.O.R.I.S.”

“When we sat on the bed, there was something between us, today was the day I touched a penis.” – “I Touched A Penis Today”

Describe the outcome

Our Big Sexy Album drew praise from music and lifestyle reporters alike:

“OMG that delivery was the funniest thing ever. Everyone was freaking out over here, and I have never had so many messages on my Instagram asking me how the record was, lol. Thank you for that hilarious highlight!”
– Jessica Radloff, Glamour Magazine

“Thank you so much! Excited to be working with a brand that promotes sex positivity and safer sex!"
– Tina Horn, Rolling Stone

“I got a lot of nervous laughter at the office. Lol.”
– Marc Malkin, Variety

All on earned media, the album generated:

11.7M+ Secured Media Impressions

243.5K+ Social Media Impressions

186.1K+Soundcloud Streams

50K+ Spotify Streams

123 Press Placements

One of the top five highest performing Instagram posts based on engagement (likes, saves & comments) to date for Trojan
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 健康类
OTC Products / Devices
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