The Brief

In Singapore, it's practically illegal to advertise condoms, so Okamoto needed another way to reach new customers. With many Singaporeans living with their parents into their 30s, privacy is at a premium. This means that when Singaporeans have sex, they have to be smart and keep things under wraps. Knowing where and how they hook up, we aimed to reach privacy-challenged Singaporeans and provide ways for them to have fun without being found out. We reached them in places where they frequented, used social media to create talkability, and engaged popular bloggers who endorsed our solutions to the Singapore-wide problem.

Creative Execution

Condom advertising is practically banned in Singapore, yet the Okamoto Freedom Project not only avoided this restriction, but reached our audience in places and channels that they already frequented. The Project's insight and idea is profoundly local, and it touches on an issue that most young Singaporeans face. With our three products providing help in different scenarios, young Singaporeans with different lifestyles and behaviors all have something they can relate to. The campaign empowers young Singaporeans and helps them do what comes naturally in an interesting and clever way – ultimately creating more opportunities for them to use Okamoto condoms.

Describe the creative solution to the brief/objective.

We started the Okamoto Freedom Project. It's a range of products that helps Singaporeans get better at getting away with it. The three products are Urban Camouflage. Targeted at couples who enjoy nighttime drives to deserted spots, this set of window decals makes your car look empty, even when it's not. TipOff. For those living with their parents, we made an app that turns your phone into an early warning device. Nightcap. There are no condom vending machines in Singapore, so for those who hook up in bars and clubs, we created the Nightcap – a condom hidden inside a coaster with your drink. To reach our audience, we also created user guides to be featured in lifestyle media.

Results

On top of successful bar promos reaching 100,000 people, our eStore was a great driver for online traffic. With more than 2,500 app downloads and hundreds of other products delivered, the result was more than a few satisfied customers. Lifestyle magazines like FHM, Her World, and 8 Days gave the project glowing coverage, and bloggers around the region talked about the campaign and products. All in all, we reached an audience of over 1,000,000 Singaporeans without the need for traditional advertising. The project struck a chord with Singaporeans, and to this day, people still send in their own product suggestions.