| Title | BILLY GIRL |
| Brand | MAPA GMBH |
| Product/Service | BILLY GIRL - INTERNATIONAL WOMEN'S DAY EDITION |
| Category |
B01. Brand-led Education & Awareness |
|
Entrant
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PLAN.NET Munich, GERMANY
|
|
Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
|
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Idea Creation 2
|
PLAN.NET Munich, GERMANY
|
Credits
| Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Markus Maczey |
PLAN.NET GERMANY |
Chief Creative Officer |
| Bernd Nagenrauft |
PLAN.NET GERMANY |
Creative Director |
| Carina Seisenberger |
PLAN.NET GERMANY |
Junior Art Director |
| Andrea Prade |
PLAN.NET GERMANY |
Senior Art Director |
| Marc Hermann Hofmann |
PLAN.NET GERMANY |
Senior Copywriter |
| Marina Ludwig |
PLAN.NET GERMANY |
Senior Account Manager |
| Cindy Mathieu |
PLAN.NET GERMANY |
Senior Accountant |
| Julia Nicolaisen |
PLAN.NET GERMANY |
Intern |
| Lorenz Langgartner |
SERVICEPLAN GROUP |
Creative Innovation Director |
| Franz Roeppischer |
SERVICEPLAN GROUP |
Creative Innovation Director |
The Campaign
On International Women’s Day 2017, BILLY BOY launched BILLY GIRL – the first condom for fun and fundamental rights: 100% of the proceeds are donated to women’s rights organizations like UN WOMEN.
Creative Execution
To make the communication as striking as possible, we changed the brand name from BILLY BOY to BILLY GIRL and launched the corresponding condom on March 8th, the International Women’s Day.
We sold the BILLY GIRL condoms in stores throughout Germany. We also handed out single condom samples as well as flyers on the streets and in night clubs nationwide to lead people to our website where we provide information about the cause and sell BILLY GIRL condoms online.
The first edition of 2,000 BILLY GIRL condom packages was sold out online within hours – and in stores on the same day as well. Additionally, a total of 10,000 single condom samples were given away in a single week.
Due to continuous demand, BILLY GIRL has become a regular product of BILLY BOY’s condom range, therefore permanently raising funds and awareness for the cause of women’s rights.
2,000 packages sold on the first day.
10,000 samples distributed in one week.
BILLY GIRL has turned from a promotional into a permanent product.
To raise awareness and support women’s reproductive rights, BILLY BOY, a German condom brand, did its part by using their standing in the midst of the topic: selling condoms. We made a special edition of BILLY BOY condoms which not only directly addressed the problem but at the same time collected donations to help solving it: BILLY GIRL.
By promoting it on the streets throughout Germany, selling it in stores as well as online and thus achieving to make BILLY GIRL a regular product, we created a lasting precious tool to help making a change concerning women’s reproductive rights.
We sell a special edition of BILLY BOY condoms branded BILLY GIRL – the first condom for fun and fundamental rights: 100% of BILLY GIRL’s proceeds are donated to women’s rights organizations like UN WOMEN, the official organization of United Nations that stands up for gender equality and women’s rights all over the world.
So to really make a stand, we not only sold the BILLY GIRL condoms in stores but went out on the streets and into the night life throughout Germany while directing people to the BILLY GIRL website where all the information could be gathered and more involvement could be created. As respects to the communication, BILLY GIRL is targeted towards both women and men for unified support of sexual rights – by having sex together.