Most people don't know it, but parents account for 28% of condom purchases in Australia. Yep, 28%. They avoid using the pill as there are some clinical studies showing a correlation with certain types of cancers. But the majority of condom marketing doesn't speak to this target and, in truth, didn't know how to. We needed to come up with something unique to grab attention. Well, maybe a bit crazy. Luckily Four Seasons is a brave brand and knows that with big risk comes big reward.
This is a great case about how any problem can be solved with creative thinking. Even if you don't have a massive budget, do something that makes it feel like you have one.
Meet the Extendables: an online cartoon we created and produced to keep kids busy while parents get busy.
The show, about extraterrestrial puppets coming to earth, allows romancing parents to monitor the kids by securely pairing Mum or Dad’s smartphone to any laptop, TV or tablet, effectively turning it into a motion sensor. If kids wander away from the screen, the motion detector picks up the movement and sends an alert to connected phones to avert the risk of an untimely surprise.
In the first 6 hours of the launch, more than 1 million people viewed the launch video, 200, 000 people shared it and 80,000+ users extended their time in bed. There was no market mix modelling to split out the sales impact of the campaign, but a great example of lateral thinking and Four Season Condoms sales KPI's were met for the quarter.
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