Title | THE SLOW CYCLING RACE |
Brand | CUPID CONDOMS |
Product / Service | GREEN LOVE CONDOMS WITH LONGER LASTING PLEASURE |
Category | A01. Event & Field Marketing |
Entrant | GREY WORLDWIDE INDIA Mumbai, INDIA |
Entrant Company: | GREY WORLDWIDE INDIA Mumbai, INDIA |
Sales Promotion/Advertising Agency: | GREY WORLDWIDE INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Amit Akali | Grey Worldwide (I) Pvt. Ltd. | National Creative Director |
Malvika Mehra | Grey Worldwide (I) Pvt. Ltd. | National Creative Director |
Karan Rawat | Grey Worldwide (I) Pvt. Ltd. | Executive Creative Director |
Rohit Malkani | Grey Worldwide (I) Pvt. Ltd. | Executive Creative Director |
Payal Vaidya | Grey Worldwide (I) Pvt. Ltd. | Creative Director |
Shiv Parameswaran | Grey Worldwide (I) Pvt. Ltd. | Creative Director |
Dipti Deorukhkar | Grey Worldwide (I) Pvt. Ltd. | Copy Writer |
Dipti Deorukhkar | Grey Worldwide (I) Pvt. Ltd. | Art Director |
Arjun Kumar | Grey Worldwide (I) Pvt. Ltd. | Copy Writer |
Pamela Pais | Grey Worldwide (I) Pvt. Ltd. | Agency Producer |
Arwa Mamaji | Future East | Films Film Producer |
Cupid was launching Green Love condoms that promised longer lasting pleasure. But the problem was, how do you talk about delayed orgasms in a country where talking about sex itself is taboo?
We didn't talk to them about condoms/sex/orgasms/anything. We just challenged them to a race. The Slow Cycling Race. From malls to public places to popular hangouts we went wherever the youth were. Passersby, shoppers and even onlookers were encouraged to take part. When the winners finally crossed the finish line, they were greeted with this: A dramatic reveal of 'whoever comes last, wins' banner. The surprise was followed up with sales. Thus, driving home the product benefit of prolonged pleasure in a way that was different yet fun.
The response was overwhelming! Over 9000 slow cyclists in just 3 weeks, across 4 cites.This led to an increase of 21% in sales up for the month, which was Cupid's largest margin in 2011-2012. Malls and other popular hangouts called in to conduct more such races. Cupid plans to make the Slow Cycling Race a bi-annual activity. But most importantly, Condom' became a part of conversations.
We made them experience the joys of lasting longer in bed without saying a single word. We successfully involved the target audience and broke taboos and superstition.