The strategy allowed to tackle a taboo topic in the usual tone used by youth. The unique and different execution grabbed target and mass media attention achieving a connection with the consumer.

Develop affinity, notoriety and awareness of the DUO condom brand between youngsters aged 18 to 24 in order to highlight the efficiency of the product, considering the budget constraint and the legal restrictions that bind advertising in this category in Colombia

We managed to overcome the time restrictions on TV imposed by advertising regulations for this category. The news coverage yielded a 3:1 return on investment and the client decided to replicate the activity in other markets where the brand is present (Venezuela and Equador).

As a resource we created the “National Syndicate of Unemployed Spermatozoids” that staged strikes protesting against the efectiveness of DUO condoms for not allowing them to fulfill their primary duty: procreate. The marches took place in the major cities and in front of the main government institutions such as the Government Palace, Social Security Ministry, Congress and also public squares and high areas of concentration of the target such as universities and nightspots.

Using irreverent, fun and direct language characteristic of youngsters today we dramatized the efectiveness of DUO condoms by personifying spermatozoids as the principal victims of the performance of the product. The activities were created to cause a stir and media coverage, increasing the reach of our message