The solution was to use tongue-in-cheek tactics to make virginity the key issue debated in Poland. The campaign used a multi-channel approach which activated ideas across all relevant touch points to attract and engage the target audience of teenagers and students. House worked with Poland’s Virgin Society to promote a law encouraging young people to remain virgins for longer. Digital centred on the Virginity website where consumers could compete and vote for the best Polish male and female virgin. Experiential activity saw Virginity-branded priests and nuns visiting popular clubs to promote discussions around virginity. Ambient media raised Virginity’s presence in key areas for the target audience such as dorms, toilets and clubs. The campaign’s humorous aspect was reflected by ambient media, with bus support handles displaying “all virgins put your hands up” signs.

The response to the campaign in terms of word of mouth and PR was so significant that it was the most “talked about” campaign in 2008 in Poland. The buzz generated by the campaign led to an overwhelming 41% sales growth during the campaign period.