Love Condom is a challenger brand with no media budget for advertising on TV.

Love Condom created an ad using the personal story of Philippe, a Belgian who missed his team’s victory in the quarter-finals of the World Cup in Mexico in 1986 (best result ever for Belgium) because he became a dad that evening.

In the video, he explains his agony and ends his story by warning all Belgians not to make the same mistake as him, and to wear condoms. The film was released exactly 9 months before the launch of the UEFA European Championship, and was an immediate runaway success.

However, to reach even more people, we needed to get on TV. But how could we get seen on TV with no media budget? We created a calendar with condoms to be used 9 months before the UEFA European Championship.

The calendar was sent to all sports journalists.

Each calendar has 28 condoms corresponding to the 28 days of tournament matches. Each condom is to be used 9 months before the match you don’t want to miss.

Each condom is tailored to the match. When a condom is removed, a blank square can be seen underneath. This is for filling in the match result you aren’t going to miss.

The calendar has been designed by an illustrator. On the left, the illustrations represent the life of the supporter and therefore what will happen if the person chooses to use protection, i.e. not miss the match. On the right, the illustrations represent a dad’s life and therefore what can happen if the person becomes a dad during the UEFA European Championship.

The cost of creating and producing the calendar came to 1500 euros. The calendar was delivered to 20 targeted sports journalists. As a result of this calendar, we were featured during prime time on the biggest TV-channels in the country for a total of 5 min. 07sec.

The campaign was quickly taken up and got coverage from all the important Belgian press websites (Le Soir, La Dernière Heure, L’Avenir, Het Nieuwsblad, Het Laatste Nieuws, etc.)

All this was worth more than 350.000 euro in earned media.

Love Condom’s number of facebook fans increased with 17%.

Sales increased during the campaign : +8 %

… and hopefully every belgian man can enjoy football in june.

We targeted a specific group of people. Sports journalists. By delivering the calendar to them, we hoped that they would communicate our idea. And that’s precisely what they did.

to reach even more people, we needed to get on TV. But how could we get seen on TV with no media budget? We created a calendar with condoms to be used 9months before the UEFA European Championship.

The calendar was sent to all sports journalists.

Love Condom is a Belgian brand of condoms. It’s a challenger, without a media budget that might rival the big players such as Durex. By targeting sports journalists individually, we knew that the subject would strike a chord with them and that if they liked the idea they would communicate it with their television viewers. And they did.