Campaign details

Agency: TRUE COMPANY
Country: Italy

Background

LELO is a global market leader in the "sex toys" segment. The challenge was to extend the brand communication in a completey different area, in order to enhance the awareness of the product in Italy and boost sales.

LELO doesn't have a real direct competitor on its market, because it operates in a luxury market segment.

In Italy, press and influencers have difficulty in talking about sex toys, so we wanted to find a different opportunity for PR activities and spread word of mouth about LELO products.

National context of the campaign

In Italy it's very difficult to speak about products like the LELO ones because of the strong catholic culture and sexual taboos.

We have chosen a famous national music band, Elio e Le Storie Tese, well known for their irriverent but sophisticated music, and the Sanremo Festival: the most important and followed music event in Italy.

Objectives

  • Enhance brand awareness
  • Promote an alternative way to speak about sex toys, overcoming taboos
  • Drive sells of SIRI2 (the LELO new product) by a co-marketing with the new Elio e Le Storie Tese record

Strategy

  • Media Budget: only PR activity with no media budget allocated
  • Target audience: women, between 25-55 years old, medium/big spender.

Creative strategy