Title	SENSE.INFO
Brand	SOA AIDS NEDERLAND
Product/Service	EDUCATION
Category	C01. Websites
Entrant Company	DPDK Rotterdam, THE NETHERLANDS
Advertising Agency	DPDK Rotterdam, THE NETHERLANDS

Creative Execution

To trigger teens, we open with two 'Sexdummies': an interactive 3D couple that can be undressed and explored throughout their erogenous zones, teaching the what and how of sex. Second, information is offered based on ‘sexual career’: teens can check in at their own level and discover what’s next. Visitors can jump from one short article to the next, just as on blogs or news websites. Next to editorial content, we offer personal experiences by peers, video content, polls or social discussions. Everything is mobile first, so teens won't have to worry about their parents walking in on them.

The concept was tested by teens before, during and after launch and continuously adapted to their needs and wishes. The mobile approach proved a huge succes: 59,5% of all users spend nearly 2:30 minutes discovering the sexdummies on a mobile device, before continuing their journey to other content. In the first 7 months after the launch Sense welcomed over 1 million unique visits, that's 142.857 average monthly. In previous years the monthly average was 60.606. A growth of 135%.

Serving as a platform to educate Dutch teens about sex, love and relationships, Sense has a vast target audience. Ranging from 12 to 25 years and from every conceivable ethnic background, they're all looking for information and education. To answer their information needs, Sense offers thousands of pieces of information. Since teens aren’t keen on reading long pieces, the trick was how to get teens to actually read the information offered. We recreated their platform based on insights on how teens browse, read, discover and accept their information. Offering bite-size chunks to discover in a 'pinterest-style' of browsing, picking up your information along the way. Smart suggestions and an elaborate search provide loads of content, and a 3D naked couple provide an interactive discovery.