ShutThePhoneUp

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ShutThePhoneUp

Manforce

Manforce is India’s Largest selling condom from the Mankind Pharma portfolio. Being the largest selling condom brand in the country, this brand is well acquainted with the power of LOVE, along with its effects and SIDE EFFECTS! They offer 7 arousing variants for pleasure, out of which 6 are temptingly delicious flavored condoms, i.e Chocolate, Strawberry, Coffee, amongst other equally exciting flavours. Manforce Condoms are available in thrilling varieties such as smooth, ultra thin, dotted, ribbed and contoured.

OUR ROLE
  • CAMPAIGN PLANNING
  • IDEATION
DELIVERABLES
  • SOCIAL CAMPAIGN
  • MEDIA PLAN
  • INFLUENCER MARKETING

Challenges

Establish Manforce as a brand for responsible pleasure & safe sex.

The insight was simple. 1 out of every 5 couples has admitted to shooting their intimate moments on their smartphones, leading to cases of blackmail, suicide and divorce.

The objective was to spread awareness about the perils of indulging in like sexting and shooting one’s intimate moments and kickstart a much needed conversation about changing definition of ‘safe sex and introduce a discourse of responsibility in the condom industry and change the paradigm of the existing overtly sexual communication.

CHALLENGES
  • Responsible Positioning
  • High Reach and Awareness
  • High Engagement
OUR STRATEGY
  • A Story that touches heart
  • Effective Media Plan
  • Edgy Idea on Social

Solution

ShutThePhoneUp is an initiative by Manforce aimed at bridging this gap and changing the definition of ‘Safe Sex’ as we know it to not only accommodate the physicality of the whole act but also the behavioral insights which affect it.

We introduced the condom over phone symbol to the audience, capturing people’s attention and asking them to join us in our endeavor of spreading the new definition of ‘safe sex’ by putting a condom over their phones and taking the #ShutThePhoneUp oath.

SOCIAL PLATFORMS
  • YOUTUBE
  • FACEBOOK
  • TWITTER
VEHICLES
  • VIDEO
  • INFLUENCERS
  • MEDIA

Results

Awarded as the best campaign in social and economic development by IAMAI in IDA awards 2018

The video received close to 20,000 comments with Twice the VTR as compared to the industry standards. #ShutThePhoneUp generated more than 15,000 conversation. Hundreds of entries came in with people putting a condom over their phones to take the oath and 15 million people reached through the oath and more than 90 million impressions

40 MN VIEWS
  • IN 2 WEEKS
70% COMPLETION
  • RATE OF THE VIDEO
15 MN REACH
  • OF PEOPLE ON INTERNET

Infor

  • Client:Bearsthemes
  • Date:May 14, 2017
  • Tags:photography, agency, creative
  • Project Type:Multipurpose Template

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