The Campaign

In China, most men think that by lasting longer during intercourse, the quality of sex life could be guaranteed. But according to the study of Pfizer Viagra, the key to increase the sense of sexual happiness is based on the hardness of erection. How to change their perception and help them obtain happy sex life? Because prescription drugs are banned from advertising, Pfizer Viagra decided to publish a guidebook on sex life. We called it “China ideal sex bluebook”. In order to make it authentic, Pfizer conducted a nationwide survey in tandem with the China Sexology Association and Health News to delve into the current sex status of Chinese people, provide guidance to a large demographic with various difficulties in sexual life. The survey was carried through traditional and online platforms across 22 cities and involved 10,520 participants from 11 industries, all the data and analyses were finally published as "China Ideal Sex Bluebook", which not only reflected the sexual situation of people, but provided scientific solutions for sexual problems. To make the book accessible to more people we also released a viral video to humorously illustrate real life situation and provide solutions. We further provided volunteer medical consultation across the country to reinforce the impact of the project. The project that defied people’s perception about sex life generated massive buzz, and debates on social media networks. It became the popular keyword in search engines and received a lot of free PR coverage in a week. Through the campaign, the concept of 4 classes of erection hardness was well delivered to people, and a correlation between a happy sex life and Viagra was established.

The Brief

How to change peoples perception and help them obtain happy sex life? To realize public sex health education, cross cultural conflicts, and through the annual project to guide the public to change their sexual attitude. Deliver the key message of Viagra and use a unusual way to draw public attention and pull the potential consumers. To create brand association,, promote the brand image and emphasis on brand attributes.

Results

In 22 places where the long march activity for men’s health and the free medical consultation were held, we have accumulatively recruited 5500 + potential patients. It was widely reported by domestic and foreign media, including New York Times and Global Times whose overseas edition took the initiative to report the ‘China Ideal Sex Bluebook’; Intuitive data and extensive media coverage have attracted public attention to Chinese male reproductive health issues; The video of the bluebook got more than 4 million views network-wide, and it was listed on the top of “What’s Hot” on homepages of Tencent and iQIYI The number of Sina Weibo users’ forwarding topics and articles related to ‘China Ideal Sex Bluebook’ reached 24,751; the number of views on Weibo reached 25 million and 9.52 million on Wechat. Effect of sales promotion: In 2014, product sales grew by 47%.

Execution

‘China Ideal Sex Bluebook’: Based on the big data analysis of sufficient user surveys, we completed ‘China Ideal Sex Bluebook’, using the internetized languages to talk about the “embarrassing topic” in “an open way”. “Video of China Ideal Sex Bluebook” : We employed a creative team to produce it, and combine with media resources to promote it on several domestic video media platforms. We launched the ‘China Ideal Sex Bluebook’ and video on Men's health day, and released this blue book on various media as well. Release of ‘China Ideal Sex Bluebook’ and its video: On October 28, “World Men's Health Day", we launched the ‘China Ideal Sex Bluebook’ and its video, which created hot topic in society.

The Situation

A poor popularization education of sex health in China results in Chinese people being shy to discuss the topic of SEX and also shy to ask any help when they get into trouble in their sexual life. Accordingly, the high incidence rate of ED (Erectile Dysfunction) is a problem with low medical treatment in China. So, how to build a positive attitude to meet the ED problem of public is the one of the biggest challenges for Viagra.

The Strategy

‘China Ideal Sex Bluebook’ explored the problems between the sexes and broke through Chinese attitude towards sex issues, especially on male sexual dysfunction which they would rather conceal and refuse to see the doctor. In the sex survey, occupational dimension was brought in for the first time. Scientific statistics on the problems between the sexes and people’s different attitudes were made, and the positive correlation between the male’s “hardness of erection” and the quality of sex life was also highlighted. Further, this survey made audience get brand association on Viagra, as it showed that the erection is dominant factor. Among the offline activities, we cooperated with Andrology Department of Chinese Medical Association and held activities for man’s health. When we launched the ‘China Ideal Sex Bluebook’ press conference, the public influence was effectively spread again and caused widespread concern in the society.