SAGAMI ECSTA-SCENES

TitleSAGAMI ECSTA-SCENES
BrandUNISELL GROUP
Product / ServiceSAGAMI
CategoryA03. OTC Products/Devices
EntrantASPAC CREATIVE COMMUNICATIONS Makati City, THE PHILIPPINES
Idea Creation ASPAC CREATIVE COMMUNICATIONS Makati City, THE PHILIPPINES
Production ASPAC CREATIVE COMMUNICATIONS Makati City, THE PHILIPPINES

Credits

Name Company Position
Masako Okamura ASPAC Creative Communications, Inc. Executive Creative Director
John Pabalan ASPAC Creative Communications, Inc. Creative Director
Dustin Jake Garza ASPAC Creative Communications, Inc. Art Director
Andro Abustan ASPAC Creative Communications, Inc. Senior Copywriter
Ed Almeda ASPAC Creative Communications, Inc. Art Director
Nicole Aslee Babia N/A Art Director
Yukihide Koga ASPAC Creative Communications, Inc. Regional Account Director
Karen Parreño ASPAC Creative Communications, Inc. Account Director
Bryan Christian Baybay ASPAC Creative Communications, Inc. Account Manager
Dustin Jake Garza ASPAC Creative Communications, Inc. Art Director
Andro Abustan ASPAC Creative Communications, Inc. Senior Copywriter
Ed Almeda ASPAC Creative Communications, Inc. Art Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

The Philippines is the most Catholic country in Asia thus making condoms a taboo subject.

Describe the target audience and why your work is relevant to them.

Target Audience: Predominantly Males, 25 y.o. - 35 y.o., ABC SEC

Describe the creative idea

We created a fun digital awareness campaign to catch people’s attention on social media. Introducing “Sagami Ecsta-Scenes”, a series of digital short videos with a humorous twist, illustrated with the thinnest lines, inspired by the product's extreme thinness.

Describe the strategy

Data gathering and Insights: Given that sex is a taboo topic in the Philippines, being able to personally and privately communicate online and "storify" Sagami's benefits, we're able to connect with our audience without prejudice and hesitation. Target Audience: Predominantly Males, 25 y.o. - 35 y.o., ABC SEC Relevance to platform: Given that Sagami is only being sold online in the Philippines, we maximized the digital platform to tap potential markets. Approach: The Agency came up with a digital campaign comprised of extremely short animated movies posted on Sagami's Facebook page from teaser, launch, and sustaining phases of the campaign. These videos are inspired with playful humor and the product's thinness.

Describe the execution

Implementation: Short animated movies were posted on Sagami's Facebook page from teaser, launch, and sustaining phases of the campaign. Timeline: a. Teaser: August 01 - September 14 b. Launch: September 19 c. Sustaining: - September 21 - April 17 Placement: Sagami's Facebook page

List the results

Reach: We earned 172k views on the first day of launching. Engagement: We achieved 100% brand awareness, gaining likes and shares, resulting to an unexpected outpour of positive comments even from females, 127% of the sales target was achieved when the campaign was launched. Because we talked about condoms openly and in a humorous way, we lowered the psychological barrier of buying condoms.

Links

Video URL