Men never get into uncomfortable situations related to sex. Such stories happen to “that friend”.
We all know that "a friend" is a storyteller but who people usually don't want to talk about their insecurities.
On November 1, we launched a full-scale "Sex is no place for insecurities" campaign. We created the campaign for the world's first erectile dysfunction medicine. And, of course, the lawyers prohibited us from naming the brand and the product.
Men, especially young men, are embarrassed to buy the drug, and generally feel uncomfortable when it comes to "senile" erectile dysfunction. And the task was just to get a new segment of young clients, who are facing the problem for the first time. And how to talk to them about "male weakness"?
We came up with a lot of conceptual ideas: from street performance exhibitions to quest-(sex)-rooms, but we realized that it was all cool, stylish, and very niche. Whereas the insights should be close to the majority.
To understand a product you have to try it. It just so happens that I already have.
Two weeks of brainstorming, an office covered to the ceiling with stickers with the words "sex" and "erection," sleepless nights searching for insights, and... nothing. So the day before the deadline, we called all the men of the agency for a frank conversation about sex, insecurities and intimate fails.
It went rather awkwardly until someone said: "I have a friend, so he...". We didn't listen to him any further as we realized that we had hit on an insight.
Men never get into awkward situations involving sex. But those stories come from somewhere, don't they? That's right: they happen to "that friend." Everyone guesses that the "friend" - it is the storyteller, but who wants to talk openly about their insecurities? And you want to tell a funny story. And everyone keeps playing this game.
This is the game we built our campaign on. We followed friends, colleagues and acquaintances for a long time, asking them about sexual failures, so that in the end we crystallized six semi-real and completely fucked up stories and tell them in testimonial format.
Galya, get the Viagra!
The game is the game, but every fuck-up in bed can lead to a complex and interfere with quality sex for a long time. Our goal was to make it clear that a flop is not the end of the world, but a situation that every other man after 40 is familiar with. That's why we created a site with video stories of men and advice from a sex therapist on how to avoid such fails.
We didn't just tell funny stories in the clips. We chose the six most common reasons for sexual curiosities: from excessive alcohol consumption to banal shame. Each curiosity we linked to the insecurity, which it can provoke in the future and gave recommendations on how to deal with these insecurities. Well, and how to avoid getting in such situations, having prepared in advance. There will be no spoilers
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