Title	THE VAGINA EXPERIMENT
Brand	WALMARK
Product/Service	IDELYN
Category	F02. Low Budget Campaign
Entrant	McCANN BUDAPEST, HUNGARY
Idea Creation	McCANN BUDAPEST, HUNGARY
PR	McCANN BUDAPEST, HUNGARY
Production	McCANN BUDAPEST, HUNGARY

Name	Company	Position
Gábor Havasi	McCann Erickson Budapest	Executive Creative Director
Ioana Filip	McCann Erickson Bucharest	Creative Director
Anna Pushkareva	McCann Erickson Budapest	Art Director
Dóra Anikó Tóth	McCann Erickson Budapest	Copywriter
Priscilla Esteves Franco	McCann Erickson Budapest	Copywriter
Iona Zamfir	McCann Erickson Bucharest	Copywriter
Simona Suman	McCann Erickson Bucharest	Copywriter
Ádám Csapó	McCann Erickson Budapest	Designer
Bruno Guimarães	McCann Erickson Budapest	Designer
Petra Simon	McCann Erickson Budapest	Account Manager, PR Director
Marina Niks	McCann Erickson Budapest	Strategic Planner
Carmen Bistrian	McCann Erickson Bucharest	PR Director
Márk Éry	McCann Erickson Budapest	Director of Photography
Adrienn Nagy	McCann Erickson Budapest	Agency Producer
Lili Donka	McCann Erickson Budapest	Digital Account
Gábor Deutsch	McCann Erickson Budapest	Post-production
Barna Szőke	McCann Erickson Budapest	Post-production
Milán Kardos	McCann Erickson Budapest	Post-production
Zoé Zátonyi	McCann Erickson Budapest	Post-production
Dóra Leposa	McCann Erickson Budapest	Account Director

The Campaign

Find the Name! In the campaign we empower women to name their genitals, because this is the first step to describe their problems and treat it properly.

The Brief

Total budget: 332,839 € In detail: Online film: 7,140 €, Royalty usage rights: 16,240 €, Microsite (voting site): 2,200 €, Pop-up store, Browser plug-in, 7,259 €, Media budget: 300,000 € (for 4 countries)

Creative Execution

We launched an online video to provoke females in which we asked a simple question: How do you call your genitals? We directed them to our microsite (findthename.eu) where females were able to share their nickname for their Vagina. They could also vote for their favorite one submitted by other users. We asked them to share it on Facebook. We relaunched our brand TVC with the most voted name in it. We created a Chrome/Firefox plug-in that replaced the word “Vagina” or the expression “female genitals” with their favorite vagina nickname. We opened a Pop-up Store downtown Budapest. We teamed up with fashion designers and sold limited edition t-shirt collection. Females had to pay with their favorite vagina nicknames to get one. Calligraphists painted the names on the t-shirts. We “sold out” 1000+ in 2 days.

Results

We have raised females and media attention to break this important taboo. 265,000+ views for the online video before YouTube blocked it. We got 2,114 creative names for genitals on our voting site. We had to close the pop up store after 2 days, because 1000+ t-shirts were sold out. The campaign got huge press appearance, on several, non-paid media platforms offline and online, such as Marie Claire, Playboy, Joy, Cosmopolitan, Index.hu , Life, Player, Femina,… etc. We earned € 237,000 worth media. Over 8,000,000 women reached across the region. From zero (it was the launch campaign for the brand), Idelyn became one of the top selling brands in the region in just one year, in the region.

With the campaign we began an open conversation about a taboo topic, vaginas. We provoked consumers with a video showing the problem, then gave them an easy tool to search for a solution themselves: they could submit names, vote and share. With this, we began a change in behavior, as women were openly sharing their names for their genitals in social media. We encouraged them further, by inspiring them to wear designer shirts with their own vagina nicknames, a final show of openness and pride. Behavior began to move from shame to pride.

Data gathering: We have made a research and realized that women have been conditioned and taught to keep their vaginas a secret. They are ashamed and silent when they have to mention their genitals. Approach: Instead of just a problem-solution communication that most of the brands follow in this category, we decided to choose a completely different approach which intends to connect with the female psyche. Call to action: TURN SHAME INTO PRIDE!