PR team: The Lounge Group
Timescale: November 2009-March 2010
In 2009, The Lounge Group launched Ansell's new non-latex condom, Mates SKYN, which claimed to be 'the closest thing to wearing nothing'.
- To create a buzz around Mates SKYN, targeting 16- to 35-year-olds
- To drive consumers to the Mates SKYN website and drive at least 30,000 unique users to the Mates SKYN manifesto.
Strategy and plan
The campaign launched with an event at underground members bar Jalouse, including a SKYN sensation area, SKYN fantasy zone, dancers and a 'sexpert'.
A revolutionary was filmed delivering his manifesto, demanding a revolution for better sex with better condoms, which was played to journalists to lay the foundations to seed an online video. Research was conducted on the sexual activity of people across Europe. 'Sexpert' Jo Hemmings was secured as a spokesperson.
Measurement and evaluation
The campaign secured 40 pieces of coverage across national, consumer, online and broadcast media with key pieces in the Daily Star, The Independent, Zoo, Nuts, Loaded, Men's Health, Marie Claire and More!.
The video received more than 110,000 views on YouTube. More than 20,000 samples have been requested by consumers.