Title	THE NORDIC FAKE ORGASM EXPERIMENT
Brand	HBO NORDIC
Product/Service	TV SERIES
Category	C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
Entrant Company	SLM AGENCY Copenhagen, DENMARK
Advertising Agency	SLM AGENCY Copenhagen, DENMARK

Name	Company	Position
Simon Engstrøm	SLM Agency	Executive Creative Director
Daniel Norit/Bodilsen	SLM Agency	Copywriter
Jonas Quist Nielsen	SLM Agency	Art Director
Josephine Moltsen	SLM Agency	Project Manager
Melanie Kort	SLM Agency	Project Manager

The Brief

The objective was to promote HBO Nordics new show Masters of Sex, to get people to sign up to their streaming service. Our strategy was to do something exciting and different that would spark people's interest for the show and for the brand in general. We wanted to tap into something that was part of the Scandinavian history and part of the 15-30 y/o target audience’s life to make the communication as relevant as possible. Furthermore we wanted to put people at the center of the campaign so they could experience the show’s theme firsthand.

Describe how the promotion developed from concept to implementation

The campaign went through many iterations before the concept of a fake orgasm experiment was agreed upon. We and the client both felt it had the boldness that represented the brand and wouldn’t drown in the maelstrom of everyday communication. Even though the main hub of the campaign was digital, we wanted to have a strong presence in the real world, which let to the idea of a fake orgasm donation box. We also created an offline mobile service where people could call, no matter how smart their phone was. Along with both ambient and traditional media placed in environment like transportation, café’s and daily free newspapers, we got the target audience to participate in the experiment.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign site had more than 80000 site visits, users stayed for an average of 3.1 minutes and donated over 2400 fake orgasms. All this resulted in a 6.1% increase of HBO Nordic’s signups and one anonymous title bearer of the Nordics best fake orgasm.

Explain why the method of promotion was most relevant to the product or service

Scandinavia has a long history of sexual freedom including one of the first countries to legalise pornography. This collides perfectly with the core of the show, which is about pushing the boundaries of sexual knowledge. These two elements along with a twist on the classic donation campaign, created an original and provoking campaign, that suited the HBO’s brand perfectly. Instead of talking about the show to people, we let people experience it on their own body, so to speak.