Why is this work relevant for Direct?

Research shows that more than half of Chinese males aged 20 and above have experienced erectile dysfunction. Men have kept silent about their E.D. problems, with less than 5% seeking medical treatment. To break the silence, Viagra launched a single-blind study. Through a one-way mirror, giving men the chance to know what their partners think of their sexual performance. Given a small budget, the video of the study went viral, generating 104 million views in just three days, along with more than 657,000 engagements.

Background

Married men who had at least one sex per week declined to 56% in 2021 compared to 71% in 2013. People having less sex and declining fertility rates are some of the most discussed societal issues in China. Research shows that more than half of Chinese males aged 20 and above have experienced erectile dysfunction. But sex is still a taboo that’s deeply rooted in Chinese culture.

Describe the creative idea (30% of vote)

To break the silence and encourage men, Viagra launched a single-blind study. Through a one-way mirror, giving men the chance to know what their partners think of their sexual performance.

Describe the strategy (20% of vote)

Viagra found that men have kept silent about their erectile dysfunction (E.D.) problems, with less than 5% seeking medical treatment. It’s time to break the silence and challenge the taboo with a new voice. It’s time to hear… from their life partners.

Describe the execution (20% of vote)

To break the silence and encourage men, Viagra launched a single-blind study. Through a one-way mirror, giving men the chance to know what their partners think of their sexual performance. Given a small budget, the video of the study went viral, generating 104 million views in just three days, along with more than 657,000 engagements. To extend the study, we collected 10,000 questionnaires online from both men and women about their varied and distinctive views on sex. In collaboration with China Sexology Association, the responses were developed into a report "All Love is Possible” - which we launched at the Men’s Healthcare Summit.

List the results (30% of vote)

With 57 media entities in attendance, Viagra challenged the taboo calling for open talk on men’s healthcare. In total we earned over 130 million impressions. Viagra soared to No. 1 in sales during the Double Eleven shopping festival, proving that when we talk to each other and when we listen to each other, All Love Is Possible. 104M VIEWS 657,000 ENGAGEMENTS 57 MEDIA GROUPS 130M IMPRESSIONS NO. 1 IN ECOMMERCE SALES *Data source: Viatris China