THE SLOW CYCLING RACE

TitleTHE SLOW CYCLING RACE
BrandCUPID CONDOMS
Product / ServiceGREEN LOVE CONDOMS WITH LONGER LASTING PLEASURE
CategoryA01. Event & Field Marketing
EntrantGREY WORLDWIDE INDIA Mumbai, INDIA
Entrant Company:GREY WORLDWIDE INDIA Mumbai, INDIA
Sales Promotion/Advertising Agency:GREY WORLDWIDE INDIA Mumbai, INDIA

Credits

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

The Brief

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?

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

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

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.