Mood Savers present a new way for approaching a very important subject. It manages to overcome general public’s resistance to monotony, which was generated by years of communication over the same issue. It did this through a ludic experience of the brand.

Many international studies reveal that young people are losing the habit of using condoms. This is part of a global tendency that grows over the years. Such tendency is worrying for Tulipán business, and is also dangerous in health terms for the population.

At the same time, education around the importance of condom use is a message that, by cause of repetition of a message communicated over the years, gets boring and is no longer held into account.

We also found that decreasing condom use is not necessarily a problem of a lack of sex education. Other functional and emotional reasons interfere.

Promoting condom use in a new fashion for young people and generating more sales in our e-commerce platform.

The objective is to create a campaign that promotes sexual pleasure, so young people can start using more condoms; to install the topic in conversation, and to direct the general public to our e-commerce platform.

The idea was to create a collection of specially designed items for different rooms in a house or at the office, so people can hide condoms inside them. By doing so, we try to accomplish the idea of having sexual intercourse whenever it can take place, by having a condom at hand without killing the mood.

For the past 10 years, the brand has had an e-commerce platform in order to sell their products, but it never managed to gain real traction. In general, condoms are purchased in supermarkets, drugstores, pharmacies, etc. This is why we wanted to generate an idea that could make visible the brand’s e-commerce platform, and at the same time, be a fun way for our target (GEN Z) to keep looking into safe sexual pleasure.

We started with a limited edition of 5 different items that people use to decorate a house or an office. We launched then in our e-commerce platform, along with a Social Media campaign. These products had such a positive impact that we run out of stock within hours and we had to fabricate a new batch. Also, people begun suggesting new ideas around the products we could create.

Given the demand, a second production for fabrication took place.

We reached our objective of raising awareness around condom use and we generated conversation. But also, we managed to allow a great percentage of our public to enter to our website for the first time, and generated in a few hours record online sales for the brand. In addition to this, people not only purchased our products, but they suggested new objects, each one suited to their individual needs.

Tulipan - Mood Savers

CREDITS

Joaquín Campins

Christian Rosli

Juan Pedro Ferretti

Tomás Wilhelm

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