We wanted to find a new way to talk about getting dirty that would peak our target’s interest in getting clean. And if there’s one way of talking dirty that appeals to young people, it’s sex. We uncovered a new consumer insight: cleanliness boosts confidence before, during and after “intimate moments.”

We invited people attending Pride to get dirty with us by playing with Cottonelle Strokable Billboards, an engaging experience that rewarded people with a pack of Cottonelle if they could stroke the eggplant and rub the pussycat emoji until they climaxed.

During the three days of the event, people were challenged to make the emojis climax by following the instructions on the screen, asking them to stroke the eggplant of rub the pussycat harder, softer, faster or slower. Once they got the emoji to climax, they were rewarded with a final screen that congratulated them on their good work and a sample of the product.

We also created geofenced banners to target only those who were attending the events, challenging the users to use the accelerometer and touchscreen capabilities of their smartphones to make the emojis climax and earn a coupon that could be redeemed for sample of the product.

Cottonelle’s cheeky approach, intertwined with Pride, was an immediate success with our target. More than 2.300 people rubbed and stroked our interactive billboards over the 3 days of Pride. That’s about 2 climaxes a minute. 15,000 samples were distributed and 95% of those exposed to the billboards either agreed or strongly agreed that they would buy the product after their engagement with the brand at Pride.

Our banners had more than 649,000 impressions and an engagement rate of over 32%, exceeding the industry rate by 10x.