2024
Entrant Company
Category
Client's Name
Country / Region
[Background]
In Japan, many people find it embarrassing to talk about sex, and even couples rarely talk about their sex preference. As a result, many couples are not satisfied with their sex lives.
[Product]
Therefore, we released "ASOCON" which includes condoms and an original sex Sugoroku. Sugoroku is a traditional Japanese board game. If you play ASOCON’s Sugoroku with your partner, you may know their sexual thoughts and preferences by answering or asking multiple questions in the "squares”.
[Results]
ASOCON received great feedback mainly on social media (14.2 million + impressions / 72,000 + interactions). It was reviewed as "an unprecedented condom" and "a cute design and concept that allows people to talk about sex in a positive way". ASOCON sold out immediately after release and succeeded in reaching a large number of people with zero advertising costs.
Credits
Entrant Company
Sunny Idea (HK) Limited, Zenith HK
Category
Video - Financial Services
Country / Region
Hong Kong SAR
Entrant Company
Gravity Global
Category
Branded Content - Microsite
Country / Region
United Kingdom
Entrant Company
Twelve Legs Marketing
Category
Video - Self-Promotion
Country / Region
United States
Entrant Company
Spire Agency
Category
Publication - Annual Report
Country / Region
United States