The Campaign

Every year, 15 billion safe and handy contraceptives are consumed worldwide : the condom. Nevertheless it is quite intriguing to find out that 70% of the South Korean couples do not use condoms, making us the least condom-consuming nation among OECD countries. As a condom manufacturer in Korea, Kunhwa Pharmaceuticals intention is to promote awareness of using condoms, and to increase condom use rates.

The Brief

Our target audiences were people who do not use condom. Our goal was to make people to feel familiar with condoms and lead them to use condoms.

Creative Execution

We distributed the Condom USB at hot places such as Garosugil, Myungdong, Yeoeuido, Hongdae University, Shincho, Ewha University, Coex, and Apgujeong.

It was not just an ordinary condom promoting advertisement, but it was a creative idea to use USB as an advertising media that spread around in the SNS, which raised the awareness of Kunwha Pharmaceutical. Moreover, three months after distributing the Condom-USB, the condom usage grew by 4.2% and it also boosted KunwhaPharmaceutical product sales by 23% as well.

Putting the USB cap to protect from virus is very similar to the property of condoms. Also, through the process of using the USB condom, people will be aware of the importance of condoms more effectively and entertainingly.