BILLY BOY Condoms goes on university tour with smp campaign
BILLY BOY Condoms, the number one condom brand in Germany and a new challenger brand to the UK, has launched a campaign developed by creative marketing agency smp.
The campaign, with the tag line ‘Bang On’, has targeted the youth market, specifically 18-25 year olds, with the aim of talking frankly and light heartedly about sex.
In an effort to generate awareness of BILLY BOY condoms and communicate its message, smp recruited universities and offered them, as part of their Freshers' week activity, an exclusive comedy tour with up and coming comedians.
The "Bang on with BILLY BOY comedy tour" starts at Exeter University for its opening night on September 17, touring other universities in the country along with additional free condom sampling in University goody bags.
In addition, interactive activity has been included with a digital photo booth set up to allow students to post and share BILLY BOY photos on Facebook.
Chris Clarke, brand manager at BILLY BOY, commented on the campaign: “smp have done a fantastic job of reaching our target audience with the right messages. BILLY BOY is a fun brand and we want people to have safe sex but be proud to ‘Bang on with BILLY BOY’.
Sharon Oliver group account director at smp also added: “This has been a really fun project for us to work on. Comedy and sex resonate well with each other and enable us to talk about safe sex in a positive way without being too pushy, it’s time a new condom brand came to the market and talks about sex openly”