We created a live interactive experiment connecting a WeVibe device -designed to be used by couples during intercourse- with a digital audience through the hashtag #Japisex. The experiment was meant to demonstrate that sex toys can be shared with a sexual partner, and in this particular case with all of those using a hashtag. We called it #JapiSex, and it became the first ever social orgasm.

One week before the event, on January 7th, we launched a digital video in a hotsite and social networks. We used funny insights to explain the problem and invited people to be part of the experiment, challenging the beliefs about sex toys. During that week the expectation begun to grow and the media amplified our message.

On January 14th at 10pm the experiment went live in the hotsite www.Japisex.cl. The stage was set in a jacuzzi with candles, in order to create an intimate atmosphere, distancing ourselves from porn. We wanted to give the event a respectful approach. Catalina Vera used a Smartphone to interact with the live audience answering questions and inviting people to participate.

"The experience was 100% positive, overcoming the objectives. Japi Jane has always aligned itself with females and now we wanted to get closer to men in an attractive, fun and interactive way. It wasn’t an easy challenge.

With #japisex we achieved a wide visibility among men and strengthened our positioning as a brand whose mission is to improve sexual wellness in Chile, stimulating an open and honest conversation about sexuality. Not to mention the positive impact it had in our sales."

Jane Morgan, JapiJane CEO.

· 20,5M impressions on Twitter.

· National Television sent a team to register the event, to be included as part of a program.

· +9.000 live audience, and +1.500 participants in the experience.

·Interaction with the Brand lifted +2600% the month of the experiment.

· Traffic to e-commerce website JapiJane.cl grew 48%.

· General sales grew 6,6% and WeVibe sales rose 211%.