| Title | EROTIC SHORT PODS |
| Brand | KRONANS APOTEK |
| Product/Service | EROTIC SHORT PODS |
| Category |
B03. Use of Audio Platforms |
|
Entrant
|
PERFECT FOOLS Stockholm, SWEDEN
|
|
Idea Creation
|
PERFECT FOOLS Stockholm, SWEDEN
|
|
Media Placement
|
HEAR Stockholm, SWEDEN
|
Credits
| Emelie Friis |
Kronans Apotek |
Head of Marketing |
| Anna Wigren |
Kronans Apotek |
Senior Project Manager |
| Andreas Rosenlund |
Kronans Apotek |
Communications Director |
| Ann Ystén |
Perfect Fools |
CEO/Client Director |
| Daniel Lunde |
Perfect Fools |
Creative/Art Director |
| Magnus Ivansson |
Perfect Fools |
Creative/Copywriter |
| Emilia Molin |
Perfect Fools |
Creative/Copywriter |
| Klas Lusth |
Perfect Fools |
Executive Creative Director |
| Patrick Dry |
Perfect Fools |
Creative Director |
| Melissa Nilsson |
Perfect Fools |
Designer |
| Madeleine Modig |
Perfect Fools |
Producer |
| Maria Elmqvist |
Perfect Fools |
Research Planner |
| Tony Sajdak |
Perfect Fools |
CTO |
| Mikael Palm |
Perfect Fools |
Developer |
| Kim Korte |
Perfect Fools |
Developer |
The Campaign
It is proven that the more screen time = less sex = impaired health. We created an innovative solution for those who want to try something new with their partner. Erotic podcasts with parallel short stories that you can listen to together using one earbud each, and where the smartphone, which is often accused of coming in the way of intimacy and closeness, instead becomes a tool for sensualism and pleasure - a new intimate “product” from Kronans Apotek.
Creative Execution
Together with three different authors, we wrote three short stories with two perspectives each on an erotic encounter. We hear the thoughts of each actor timed to be in sync with the overall storyline which means couples can listen to it in parallel with one earbud each.The podcasts were released on RadioPlay in June 2017, one of Sweden’s largest podcast platforms and promoted online, as well as, with radio spots which demonstrated the way the podcasts worked with parallel stories in the left/right speaker.
Unfortunately we can’t measure how many actually had sex after seeing the campaign, but we dare say that our listeners got excited. In fact, even 150% more than we had hoped for.
In total, we inspired 25 000 couples to use our material (16 000 through RadioPlay an 9 000 through our campaign site). 85 % of them used a smartphone or a tablet. That proves that smart content made for your smartphone actually can turn your phone into a joyful sex toy instead of a mood killer. Around 75% of all users were users from our main target group.
Erotic Short Pods are three delightful and erotic stories about intimate meetings between people created by three different authors. The short stories are written and recorded from two perspectives which are simultaneously played out in each earbud so you can physically share the experience with your partner. An innovative use of audio!
Insights, Strategy and the Idea
Swedes aged 36-49 are the ones who are most dissatisfied with their sex life. Many feel that they have sex too seldom. Studies also show that screen time, especially mobile usage, is a major contributing factor to the fact that they don’t feel appreciated in their relationships. Listening to podcasts is an increasing trend in the target group. Could we find a new way to exploit this for the benefit of their sex life?