Prémios Lusófonos - Brief Aberto
Shortlist - CONTROL
In addition to the multi-media campaign, we created an extension of the concept with a stand-up comedy show sponsored by CONTROL.
A stand-up show tackling topics related to sex
and sex toys.
CONTROL has been known among the Portuguese people for over 48 years as a brand of condoms and lubricants. In recent years it has approached consumers through humour on social networks, specifically Instagram, and today it is a phenomenon of daily organic engagement with 459K followers who react daily to its content.
Problem
In 2022 it launched a range of sex toys, but CONTROL's fan club didn't follow and didn't become consumers.
Today, rather than increasing traffic to the control.pt website, we needed to publicise the new products and reinforce CONTROL's position as a sex toy brand.
And the truth is that approaching a serious subject with humour makes it easier to talk about.
In recent years, Portugal has seen a boom in stand-up comedy. There are many well-known comedians and there are comedians for all tastes and ages, which opens the door to a new path of communication for CONTROL.
'Take the play time seriously'
A simple concept that we took too seriously, turning it into something much bigger than expected.
CONTROL's mission is not only to provide pleasure, but also to educate and produce high quality products. So we've combined the most famous faces of current Portuguese comedy with CONTROL's new products in an invitation to standardise the use of sex toys.
Finally, we developed an official launch event for CONTROL's range of sex toys with a playground for adults, where there were oversized toys such as inflatables, seesaws, a ball pool, etc. At this event we would also have talks given by sexologists about the new range of CONTROL products, and a comedy moment with a sexologist and the comedians.
