Results and Effectiveness

The Nightcap reached an audience of more than 100,000 Singaporeans on premise, and was supported by coverage on blogs, social media and in the press, with magazines such as FHM, Her World, and 8 Days giving the Nightcap featured reviews. Pretty good for a product that was designed to go undetected.

Creative Execution

At just 0.02mm thin, the Okamoto condom could fit inside a coaster. We tied up with some of Singapore's favourite bars and clubs, and created a special drink that comes with our coaster. The condom is hidden, so you'll get the cover you need, when no one needs to know about it. To let our audience know of its availability, we placed posters in toilets. Once people found out about the Nightcap, the buzz started. Bloggers and lifestyle magazines wrote about it and people even posted YouTube videos of themselves ordering them in the bars.

Insights, Strategy and the Idea

In Singapore, it's practically illegal to advertise condoms. With condoms sold only in pharmacies and convenience stores, and with competitor Durex dominating shelf space, Okamoto needed a clever way to reach 18-35 year-old Singaporeans. We decided to go where Singaporeans hook up: clubs and bars. In Singapore, clubs don't have condom vending machines. On the other hand, no one wants to make an embarrassing detour past the corner store if they get lucky: When it comes to having sex, Singaporeans are extremely discrete. Our solution was to provide Singaporeans with an unnoticeable way to purchase a condom at the end of the night.