The Campaign

Through research Lover's Lab discovered young people had concerns such as, forgetting to carry condoms, and not knowing the right timing to take the condom out. To solve these problems Lovers Lab invented the wearable condom device, “Zero One Belt”. The condom will be stored safely inside the buckle of Zero One Belt, and can be taken out with style before the act of love. By saying "Zero One" the belt will be activated and shoot out a condom to a perfect position for the wearer to catch.

Creative Execution

The Zero One Belt being developed to function with the Apple Watch was also part of the PR strategy. This made the name Zero One to be remembered with the vocal recognition feature that the wearer says "Zero One" to the Apple Watch, the condom will fly out from the belt.

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

Zero One Belt was covered by numerous media, such as TV, newspaper, magazine, and online media, earning over 40 million PV, 4 billion yen worth of media exposure, and increased 44% sales than the previous year. It became the hot topics of discussion on social media among younger generation. This became the icebreaker for people to communicate openly about condoms. This project raised brand awareness, and contributed on elevating the brand image.

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

We have teamed up with a PR agency from the planning stage to create a content that will attract media attention. The promotion succeeded in increasing consumers and brand awareness.

We conducted a survey about condom usage among 400 people who resides in Japan, and posted the results on the website. From the research we discovered that people tend to forget to carry a condom with them, and they weren't sure of the right timing to take out the condom before having sex. To solve these problems we took it to the next level and announced the invention of a device that will allow you to carry a condom with you at all times. By creating something people have never seen, we gained young people's attention and the news spread all over Japan, where there is very little information about condoms.