| Title | SAGAMI ECSTA-SCENES |
| Brand | UNISELL GROUP |
| Product / Service | SAGAMI |
| Category | B05. Mobile Advertising |
| Entrant | ASPAC CREATIVE COMMUNICATIONS Makati City, THE PHILIPPINES |
| Idea Creation | ASPAC CREATIVE COMMUNICATIONS Makati City, THE PHILIPPINES |
| Production | ASPAC CREATIVE COMMUNICATIONS Makati City, THE PHILIPPINES |
| 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 |
Situation: The Philippines is the most Catholic country in Asia making people shy to talk about condoms. Brief & Objectives: To raise awareness for Sagami Original 0.02, the thinnest condom in the market
The Agency made a series of 5-second videos posted in Sagami's Facebook page from teaser, launch, and sustaining phases of the campaign. These videos are inspired with playful humor. To communicate the product's thinness, artworks in the videos are all in thin line executions. By creating a series of 5-seconder videos that playfully and humorously highlight the product's thinness as a condom, the Agency was able to raise brand awareness for Sagami to 100%.
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: Males and Females, but 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.
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
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 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.