In Singapore, condom advertising is banned from broadcast media, which makes marketing the prophylactic practically impossible. Okamoto needed another way to reach its audience of young adults. We knew that most Singaporeans live with their parents into their 30s, making privacy a premium. Singapore is still a largely conservative society, meaning that when Singaporeans have sex, they have to keep things under wraps. We created a campaign based on new, fun products that gave Singaporeans more chances to hide out and have fun, providing them with more opportunities to use Okamoto condoms.

Launch the campaign
Published
August 2012
Topics

The Story

In Singapore, condom advertising is banned from broadcast media, which makes marketing the prophylactic practically impossible. Okamoto needed another way to reach its audience of young adults. We knew that most Singaporeans live with their parents into their 30s, making privacy a premium. Singapore is still a largely conservative society, meaning that when Singaporeans have sex, they have to keep things under wraps. We created a campaign based on new, fun products that gave Singaporeans more chances to hide out and have fun, providing them with more opportunities to use Okamoto condoms.

The three products were designed to help in relevant scenarios. Urban Camouflage is a car screen that makes your car look empty for nighttime drives. The Nightcap is a coaster with a hidden condom, sold at bars and clubs. And to make the most of an empty house, use TipOff: the smartphone app that keeps an eye out when you've got your hands full. We created online videos and banners, used social media and engaged popular bloggers who endorsed our solution to the Singapore-wide problem. The buzz drove our audience to the Okamoto Freedom Project microsite, where they could purchase the products.

The Technology

  •  

    Commerce

    eCommerce Platform

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    Mobile

    iOS

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    Social

    Facebook

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    Video

    YouTube

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    Web/Apps

    Online publications

The Results

Soon after its launch, the Okamoto Freedom Project was picked up by popular websites and forums. On top of successful bar promos for Nightcap reaching 100,000 people, our blogger engagement programme was a great driver for online traffic. Numerous lifestyle magazines gave the Project coverage and thousands of TipOff downloads came from Singapore and around the region. The Project as a whole reached an audience of over one million without any need for traditional advertising. Best of all, the Okamoto Freedom Project led to an increase in the number of Okamoto condoms in our audience’s pockets.

416

total hours of missed sleep

169

gigabytes of data used

21

team members working on this project

Launch Date Jan. 16, 2012