Cannes Lions

TODAY CONDOMS

UM COLOMBIA, Bogota / WYETH / 2010

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Overview

Entries

Credits

Overview

Execution

We found out that the most visited section on the website of SOHO magazine is “SOHO WOMEN”; a compilation of photos of the main models of the country but the best photos appear with an image of a padlock and cannot be seen if there is no subscription to printed magazine.We sponsor this section for a month where people could see a banner of TODAY LONG ACTION and if they wanted to “EXTEND THE PLEASURE” of seeing the forbidden photographs, they had to click on this banner that leads them to the TODAY CONDOMS homepage where they could get the CODE OF PLEASURE.

The only condition is that they leave their personal data (name, age, email, and so on) to receive, via email, a code which would unlock the exclusive material, selling the product benefits and, most importantly, entertaining our target.

Outcome

• According to Nielsen, the reference TODAY LONG ACTION increased its sales per unit physical volume by 6% during the period September / October to November / December 2009 (period when activity was conducted), a good number considering that the activity lasted only a month.• One month before the event the traffic to the TODAY CONDOMS website was about 15,500 visits per month and we increased this traffic to 83,631 visits per month that represents an increase of 440%• The brand database increased by 3,700 registrations in just one month.• 4,124, 929 unique users were impacted.

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