THE BOYS

Gold Spike
TitleTHE BOYS
BrandPACIFIC BRANDS UNDERWEAR GROUP AUSTRALIA
Product / ServiceBONDS
CategoryA03. Online: Fiction & Non-Fiction
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Idea Creation CLEMENGER BBDO MELBOURNE, AUSTRALIA
Production GUILTY CONTENT Melbourne, AUSTRALIA
Contributing FINISH PRODUCTIONS Melbourne, AUSTRALIA
Contributing 2 FLAGSTAFF STUDIOS Melbourne, AUSTRALIA
Contributing 3 PACIFIC BRANDS UNDERWEAR GROUP Hartwell, AUSTRALIA

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Chief Creative Officer
Paul le Couteur Flagstaff Studios Sound Designer / Engineer
Michael Derepas Clemenger BBDO Melbourne Planning Director
Anthony Phillips Clemenger BBDO Melbourne Creative Director
Richard Williams Clemenger BBDO Melbourne Creative Director
Tony Rogers Guilty Productions Director
Marin Johnson Guilty Productions DOP / Cinematographer
Richard Hamer Guilty Productions Editor
Jason Byrne Guilty Productions Producer
Simon Lamplough Clemenger BBDO Melbourne Group Managing Partner
Kellie Lennon Clemenger BBDO Melbourne Business Director
Grant Oorloff Clemenger BBDO Melbourne Account Director
Emily Small Pacific Brands Underwear Group Head of Marketing - Bonds

The Campaign

We knew guys don’t care about their choice of underwear, so we had to find a different way to get through to them. We realized that what guys do care about is the comfort of their balls. If we could get guys thinking about the impact a poorly fitting pair of undies has on their crown jewels they’d be more open to our messages. So we created a pair of talking testicles to highlight everything that our “boys” go through. Our two balls were dressed in gold lycra and sat in egg shaped hanging chairs. From cold swims to bumpy bike rides to ill fitting undies, we were able to remind men that their boys go through a lot and deserve the very best undies.

Creative Execution

We shared the trials and tribulations of our ‘Boys’ via three long form videos on Facebook and YouTube. We built up a loyal following by releasing the three long form videos, one every two weeks. Men loved them, shared them with friends and asked for the next installment.

'The Boys’ has been transformative for the Bonds Mens Underwear business. Although the campaign is ongoing in the fourth week of the current conversion phase Mens Underwear sales had grown by 161% and web traffic to the Mens Underwear page on bonds.com.au had grown by 420%. The videos have been viewed over 6 million times to date nad total the campaign has delivered 22.8million impressions across all touch-points. Bonds social media records have been smashed with likes, comments and shares far exceeding Bonds norms. An average cost per view for each video is $0.07 and engagement levels are above norms too with video completion rates above 50% - that statistic includes the three long-form videos. Bonds tracking has shown that awareness of ‘The Boys’ amongst our target of men 18-39 is over 40%, which for minimal production and media investment is better than the results a big-budget Bonds TV campaign.

Bonds, Australia’s largest underwear brand, wanted their undies to be not just well known but famous. To do this we created nearly nine minutes of content that we cut down into three online films. The overall objective of the films was to enter popular culture and get men at the pub not talking about sport or TV

Beyond the somewhat exciting (and daunting) task of driving FAME in a super-low interest category. We also had to drive sales into bonds.com.au. Given our core demographic of Men aged 18-39 were our largest revenue opportunity, it was fortunate that they were also the most engaged in social channels, therefore most likely to see, share and be motivated by our message. With a limited media budget there was no more efficient way of targeting this audience via Facebook. It provided the avenue to reach many of our men, and importantly provided us the technology for clickable links straight through to our e-commerce site. If we could create content that was engaging and funny enough (and sometimes borderline inappropriate) hopefully our desired audience would readily surrender themselves to retargeting by watching, sharing, reposting and ultimately clicking. And replacing those old uncomfortable, hole-ridden undies with some fresh new ones, delivered to

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