CASE STUDY: Bang on with BILLY BOY condoms
Provided by smp
How we helped BILLY BOY condoms launch in the UK market by developing a comedy roadshow
What was the Challenge / Background of the Campaign?
BILLY BOY is the number one condom brand in Germany.
What was the Campaign Objective?
Our task was to launch BILLY BOY as the challenger brand to the UK market and raise brand awareness amongst the target audience of 18-24 year old consumers, in a way that removed any potential embarrassment about the subject.
What was the Solution?
The 'Bang On' comedy tour of freshers' weeks at four universities with sampling activity at a further six. The comedians chosen for the campaign were deliberately 'young and upcoming' to ensure that students could relate to them. BILLY BOY was the main act at Freshers' Week in the fully branded student bar area, which also included costumed character 'BILLY BOY Willy' and a photo booth where students had photos taken with their friends. The photos were instantly uploaded to the BILLY BOY Facebook page, providing further interaction between the brand and students.
What were the Results?
25,000 men and women aged 18-24 were sampled (92% were our target audience age)
60% of them used condoms on a regular basis
75% said they would be likely/ very likely to go on to buy the brand
47% increase on Facebook likes
96% would tell their mates about Billy Boy
88% enjoyed the comedy experience
What were the Key Learnings of this Campaign?
'Promoting condoms to young people is a delicate process that requires a great deal of sensitivity. smp came up with an approach that was witty, interactive and fun. It went down a storm with our target audience. There was a huge increase in stories about BILLY BOY on Facebook and we were able to make significant in-roads into the UK youth market. We couldn't be more pleased with the way the campaign went.' Chris Clarke, BILLY BOY