Title	ASAN - RECLAIM INTIMACY
Brand	ASAN
Product/Service	ASAN INTIMACY WASH
Category	G04. Social Behaviour
Entrant	TRIGGER OSLO, NORWAY
Idea Creation	TRIGGER OSLO, NORWAY
Media Placement	TRIGGER OSLO, NORWAY
Media Placement 2	OMD Oslo, NORWAY
PR	TRIGGER OSLO, NORWAY
Production	OSLO ASSEMBLY PRODUCTION AS, NORWAY
Post Production	OSLO ASSEMBLY PRODUCTION AS, NORWAY

Name	Company	Position
Tone Helene Angsund	Trigger Oslo	Account Manager
Cecilie Ramm	Karo Pharma	Marketing Manager
Magdalena Kamøy	Trigger Oslo	Associate Creative Director
Olina Søyland Bru	Trigger Oslo	Creative
Sirun Stenseth	Trigger Oslo	Content Manager
Sindre Prestby	Trigger Oslo	Content Manager
Ina Rosenberg Stavrum	Trigger Oslo	PR Manager
Fredrik Myhre	Trigger Oslo	Designer
Gunhild Sletten Gundersen	Trigger Oslo	Producer
Kine Paulsen Austerslått	Trigger Oslo	Insight
Nora Presttun Hindenes	Trigger Oslo	Insight
Lars Tovik	Oslo Assembly	Director
Jannecke Nordskog	Trigger Oslo	Producer
Johan Fredrik Bødtker	Oslo Assembly	Director of photo:
Lars Johnsen	Oslo Assembly	Lighting
Cecilie Richards	Oslo Assembly	Props and scene
Aksel Jermstad	Oslo Assembly	Still photo
Heidi Clason	OMD	Media Manager
Kenan Jasarevic	OMD	Digital advisor
Mari Tømt Carlsen	OMD	Digital
Sophie Parker	OMD	OMD

Why is this work relevant for PR?

To be banned, or not be? We had two different PR- strategies based on that question. Instead of compromising on nudity, we decided to use a likely ban on social media to our advantage. Within one day we were banned by YouTube and Facebook. So our PR-campaign began. Our now banned video was shown to millions of Norwegians in the largest national newspaper. From there it exploded. And then…. The social media lifted the ban.

Background

Asan is the biggest intimate wash brand in Norway, owned and marketed by Karo Pharma, listed on Nasdaq Stockholm. There was no brief from the client. Based on cultural insight, we made the idea: Reclaim Intimacy, and pitched it. She loved it! We got a new client, and she got the most successful campaign ever for Asan! We wanted to start a public conversation about including intimacy into the sex educations in Norway, and create a dialogue about intimacy with its young audience. Even though we knew that our film would most likely be banned, we aimed for 100 000 views, 40 % reach of TA on social media (TA: 1,6 million). For this Asan it is a daily battle to keep market share in competition with Orkla, P&G and Unilever. These competitors have a high media budget, so to be visible we need to spend the small budget wisely.

Describe the creative idea (20% of vote)

RECLAIM INTIMACY. We launched our own sex education, a video showing real intimacy side by side with expectations from porn.. Within one day we were banned by social media, and our PR began. We partnered up with Kuben High School and held a lecture and discussions with teens. The message got a new life in the press. The largest national newspaper made a huge case, and showed our now banned film to millions of readers. From there everything exploded. The media reacted, the target reacted and influencers reacte

Describe the PR strategy (30% of vote)

Children grow up on the internet today. Young people are exposed to a distorted image of love, sexuality and intimacy through porn. In 2020, 49% of the young Norwegian people between the ages of 13 and 18 state that they have watched porn online. However sexual education is limited at school, and many youngsters do not talk about this at home. For many pornography might be their first meeting with sexuality, and many watch pon for years before they have sex for the first time! This often also makes porn function as some kind of sexual educator towards many young children and teenagers today. This might again lead to unrealistic expectations and create a great pressure. We saw the lack of intimacy as an opportunity for ASAN to make a contribution. Through our new film, We wants to contribute to positive selfestemeeme and lower the great pressure for young people.

Describe the PR execution (20% of vote)

We knew that our film might come in violation with regulations from FB and Youtube when it comes to nudity. Instead of compromising, we decided to use a likely ban on social media to our advantage. With a small budget we needed PR. We launched the film on Facebook and YouTube on a friday. Or we tried too. Within one day we were banned by social media, and our PR began. We partnered up with Kuben High School and held a lecture and discussions with teens on monday. Days after the Norwegians main paper kicked on the story and made a huge peace about it and showed our now banned film to millions of readers. From there everything exploded. The message got a new life in the press. After one week the paid campaign started with social elements, podcast-collaboration with special made episodes, and content marketing articles with young.

List the results (30% of vote)

Over 50.000 people reacted to the ban. 550 students participated in our sex ed class at the Kuben, which was also documented by the largest commercial TV station in Norway. Kuben decided to permanently integrate our content in their sex education class. Several high schools followed. The organization of Young Doctors asked for permission to use it in their lectures. So did Norway’ s largest Center for Sexual Health. After 4 weeks: 205 00 views on the banned video; 8253 likes; 64 % reach on TA in social media; 3,1 million in media reach, 101 days, 9 hours and 16 minutes of time spent with real intimacy. A brand lift study from SnapChat showed + 26 % message awareness, + 37 % brand favorability, + 21 % purchase intent. We didn't only fight our competitors. The sale increased 13 % At the same time our main competitors lost - 11, 6 % That's a LOT of bottles of intimate wash! And.. The social media lifted the ban. Asan reclaimed intimacy.

Please tell us about the social behaviour that inspired the work

Children grow up on the internet today. Through the internet a lot of young people are exposed to a distorted image of love, sexuality and intimacy through porn. In 2020, 49% of the young Norwegian people between the ages of 13 and 18 state that they have watched porn online. However sexual education is limited at school, and many youngsters do not talk about this at home. For many pornography might be their first meeting with sexuality, and many watch pon for years before they have sex for the first time! This often also makes porn function as some kind of sexual educator towards many young children and teenagers today. This might again lead to unrealistic expectations and create a great pressure.