Cannes Lions

KY GEL

DRAFTFCB BUENOS AIRES, Buenos Aires / JOHNSON & JOHNSON / 2011

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Overview

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Credits

Overview

Description

KY is the intimate gel for those couples who need to boost their sex life. The problem is, nobody wants to talk about lack of sexual desire in their relationship. So, how can we communicate, on a low budget, something that no one wants to hear about?Through something that everyone wants to see: intimate videos of a famous female model.

We published the videos and rumours through small and very cheap product placements on TV, radio and magazines. When the rumors about these videos became a scandal, we sneaked them onto the web, but as incomplete videos. The press spread the news on the internet, radio and television. Then, we disclosed the final part of the videos, revealing that they did not have any hot scenes at all. On the contrary, they all ended with funny, almost stupid situations. Then, we let out our message, showing that even a sexy model can have a boring sexual life. “Your intimacy is lacking intimacy. Raise the temperature of your relationship with KY”.

Execution

We created a scandal through some intimate videos of a famous model and journalist called Jazmín de Grazia. We published the videos and rumours trough small and very cheap product placements on TV, radio and magazines. When the rumours about these videos became a scandal, we sneaked them into the web, but incomplete. All the press spread out the news. Then we disclosed the final part of the videos, finding out they did not have any hot scenes at all. On the contrary, they all ended with funny, almost stupid situations. Just then, we let out our message, showing that even a sexy model can have a boring sexual life. “Your intimacy is lacking intimacy. Raise the temperature in your relationship with KY”.

Outcome

More than half a million views in the first month on YouTube in Argentina.

Hundreds of thousands of dollars worth of media with a minimum investment.A 31% increase on sales (JNJ NTS Financial Information)And most importantly, we found the way to share our message on a simple, amusing basis: if your intimacy is out of intimacy, you need KY GEL.

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