The Brief

In Singapore, it's practically illegal to advertise condoms, so Okamoto needed another way to reach 18-35 year-olds. Okamoto wanted to raise awareness about the brand, but with Durex dominating the shelf space in stores, the usual channels of influence were off limits. That's why we wanted to try a new way to market Okamoto condoms. We created three new products: Urban Camouflage Makes your car look empty, for those nighttime drives by the beach. TipOff The app that turns your phone into an early warning device. Nightcap For when you get lucky, it's the coaster that covers your intentions.

Describe how the promotion developed from concept to implementation

Our campaign was founded on a local insight: many Singaporeans live with their parents into their 30s, meaning 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 about it. We created the Okamoto Freedom Project, a range of products that helps privacy-challenged Singaporeans have fun without being found out. We reached them in places where they frequented, used social media to create talkability, and used popular bloggers who endorsed our solutions to the Singapore-wide problem.

Describe the success of the promotion with both client and consumer including some quantifiable 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 several pages coverage and bloggers around the region talked about the campaign and products. All in all, we reached an audience of over 1 million without any need for traditional advertising. The project struck a chord with Singaporeans, and to this day, people still send in their own product suggestions.

Explain why the method of promotion was most relevant to the product or service

Even though condom advertising is banned in Singapore, 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 can easily relate to the campaign. 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.