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Football or Father - Love Condom

How do you get 8% more sales without a TV budget?


How do you make Love Condom stand out without a TV budget?

Love Condom is a challenger of condom brands in Belgium. It doesn’t have the media budget to rival big names like Durex or Marnix. So Love Condom wanted to stand out in this extremely competitive sector. And find a different way of communicating. Their briefing: raise awareness about Love Condom on the Belgian market.

You tell the story of Philippe...

Love Condom created a video that tells the story of Philippe: a poor Belgian who missed his team’s victory in the quarter-finals of the Word Cup in Mexico in 1986. Why? Because Philippe became a dad that evening.

In the video he explains his agony and ends by warning all Belgians not to make the same mistake as he did, and to wear condoms. The film was released exactly 9 months before the launch of the UEFA European Championship, and was an immediate runaway success.

...so you get seen on TV anyway

To reach even more people, we needed to get seen on TV - with no media budget. So we created a calendar with condoms to be used 9 months before the UEFA European Championship. It was sent to all sports journalists in the country. That way, our ad got aired.

Result: 350.000 euro earned media and 8% more sales

The calendar: 1500 euros. It was delivered to 20 targeted sports journalists. We were featured during prime time on the biggest TV-channels in the country for a total of 5 min. 07sec. The campaign got coverage from all the important Belgian press websites: Le Soir, La Dernière Heure, L’Avenir, Het Nieuwsblad, Het Laatste Nieuws,... The numbers:

  • More than 350.000 euro in earned media.
  • 17% more Facebook fans for Love Condom.
  • Sales went up more than 8% during the campaign.

And hopefully every Belgian man enjoyed football in June.

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Credits

Concept Frédéric Zouag & Nicolas Gaspart
Creative director Sebastien De Valck & Arnaud Pitz
Account handling Isabel Peeters & Lore Desmet
Social Strategist Stefan Ceunen
Graphic Design Christophe Malotaux
RTV Production Jasper Heldenbergh & Patricia Van De Kerckhove
Third parties Fred De Loof (Witloof Productions) & Jef Boes