Title	DON'T TRY THIS AT HOME: PROMO
Brand	ORION VERSAND GMBH & CO. KG
Product/Service	QUALITY-TESTED SEXTOYS
Category	B01. Use of Ambient Media: small scale
Entrant	LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Idea Creation	LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Production	LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY

Name	Company	Position
Arno Lindemann	Lukas Lindemann Rosinski	Chief Creative Officer
Bernhard Lukas	Lukas Lindemann Rosinski GmbH	Chief Creative Officer
Tim Hartwig	Lukas Lindemann Rosinski GmbH	Creative Director
Jascha Oevermann	Lukas Lindemann Rosinski	Group Account Director
Yushu Mose Zopf	Lukas Lindemann Rosinski GmbH	Senior Art Director
Martin Gillen	Lukas Lindemann Rosinski GmbH	Copywriter
Tobias Glatz	Lukas Lindemann Rosinski GmbH	Junior Art Director
Elena Cernjatinskaja	Lukas Lindemann Rosinski GmbH	Junior Art Director
Marianne Grassam	Freelancer	Speaker
Giacomo Lodi	HASTINGS Music GmbH	Producer
Jan Hohenschurz	HASTINGS Music GmbH	Audio Engineer

The Campaign

We used every-day household items and foods you can buy in supermarkets, electronics retailers and hardware stores and turned them into advertising spaces for us. How? By taking ordinary hang tags that were designed like warning signs and displayed a clear message that everyone who has ever heard about the problem could understand: „Don’t try this at home. Orion. Quality-Tested Sextoys”.

Campaign Success

As a part of the overall campaign, we created hang tags that had the look of warning signs. Then, we went to super markets, hardware stores, and electronics retailers and attached these hang tags to products that people actually use instead of sex toys at home.

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

The campaign boosted the traffic on Orion’s website dramatically and catered for a lot of smiles directly at the stores. Also, „Don’t try this at home“ raised the awareness of the brand and presented it as a fun brand for sextoys that goes beyond the normal.

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

With “Don’t try this at home”, we were able to advertise premium sex toys were you would normally never be able to advertise premium sex toys – by using regular hang tags in the most direct and attention-grabbing way. We attached the hang tangs directly to products in various stores that people use at home for masturbation, which is a common but rarely publicized problem. People who saw the hang tangs were able to understand the message within seconds – which gave us free publicity for Orion’s products.

Orion’s biggest problem was that the brand has lost a lot of momentum and awareness since the emergence of various sextoy start-ups in Germany. Therefore, an idea that turns heads and guarantees a maximum of awareness was needed. Our solution:„Don’t try this at home”. It fueled the phantasy of the people and helped to re-establish Orion as an easy-going and fun brand within the target group.