Brief Explanation

In conservative Singapore, the word 'condom' is banned from broadcast media, making condom advertising practically impossible. So to make Okamoto the condom of choice for young adult Singaporeans, we needed to find another way to reach our audience. Our opportunity was founded on a profoundly local insight: Many Singaporeans live with their parents into their 30s, meaning that privacy is at a premium. This restriction, coupled with the fact that Singapore is still a largely conservative society, means that when Singaporeans have sex, they have to be smart and keep things under wraps. We created the Okamoto Freedom Project, a range of three products that helps privacy-challenged Singaporeans have fun without being found out. One of the products was TipOff: the app that keeps an eye out when you've got your hands full. To spread the word, we used social media to create talkability and engaged popular bloggers who endorsed our solution to the Singapore-wide problem. And with Singapore having one of the highest smartphone penetration rates in the world, TipOff not only avoided the restrictions on condom advertising, but also reached our audience using a medium that was a key part of their daily lives. In a short time, TipOff and its user guides were picked up by popular local and international websites, forums and magazines. With thousands of downloads coming from Singapore and around the region, it's clear the app found a wider following. Accordingly, sales of Okamoto condoms grew during the campaign period. Ultimately, TipOff empowers young Singaporeans and helps them do what comes naturally in an interesting and clever way – hence creating more opportunities for them to use Okamoto condoms.