Title	LOVE CROSSINGS
Brand	BILLY BOY
Product/Service	BILLY BOY CONDOMS
Category	B03. Use of Print / Outdoor
Entrant	SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation	SERVICEPLAN GERMANY Munich, GERMANY
Media Placement	MEDIAPLUS Munich, GERMANY
Production	NEVEREST Hamburg, GERMANY

Name	Company	Position
Alex Schill	SERVICEPLAN GROUP	Global Chief Creative Officer
Thomas Heyen	SERVICEPLAN GERMANY	Executive Creative Director & Partner
Markus Kremer	SERVICEPLAN GERMANY	Executive Creative Director & Partner
Florian Klietz	SERVICEPLAN GERMANY	Managing Director & Partner Consulting
Sine Marie Harwits Hansen	SERVICEPLAN GERMANY	Senior Art Director
Melis Adigüzel	SERVICEPLAN GERMANY	Senior Copywriter
Philipp Trübiger	SERVICEPLAN GERMANY	Editor
Daniel Hill	SERVICEPLAN GERMANY	Editor
Nils-Christian Sperling	SERVICEPLAN GERMANY	Final Art Specialist
Carolin Holst	MEDIAPLUS GERMANY	Managing Director
Christina Lischka	SERVICEPLAN GERMANY	Managing Director
Martina Kunert	SERVICEPLAN GERMANY	Managing Director
Dorothee Rein	SERVICEPLAN GERMANY	Strategist
Cathrin von der Heiden	SERVICEPLAN GERMANY	Designer

Why is this work relevant for Media?

With “Love Crossings” we created the very first out-of-home campaign in which the surroundings of the locations of the media spaces are actively and creatively connected with the brand – by implementing the street names into the ads they were placed at.

Background

Before and during the pandemic BILLY BOY, one of Germany’s biggest condom manufacturers, always insisted on one simple rule: When two people meet each other, a condom should always come along. Safe sex is healthy and important – during corona more than ever. Even in the strictest lockdown one more “sex buddy” beyond your own household is still allowed and highly recommended. So especially during corona, we shouldn’t forget about protection and endanger our health even more.

Describe the creative idea / insights (30% of vote)

If condom manufacturer BILLY BOY insists on always carrying a condom, when two people meet each other, then condom ads should also be placed where two always met each other: at street crossings with personal names. For example; David and Erich meet at the crossing of Davidstraße and Erichstraße in Hamburg; Anne and Heinrich at Annenstraße and Heinrich-Heine-Straße in Berlin and so on.

Describe the strategy (20% of vote)

With a smart algorithm, we first detected suitable street crossings and then automatically combined them with available media spaces located right at those intersections. This way, we used billboards located in Germany’s most frequented areas, mostly targeting Gen Y and Z. Additionally, we created an online film, teasers, geo-targeted posts and raffles so users could find “love crossings” in their own areas.

Describe the execution (20% of vote)

We created an OOH campaign to remind people of safer sex, exactly where two have always met each other: at street crossings named after people’s first names. This way for example, Anne & Heinrich meet on the intersection of Annenstraße and Heinrich-Heine-Straße in Berlin. We found a lot of straight, gay or polyamorous love literally in every corner of the country – and spread the message of safer sex in a humorous way. The campaign ran over a month starting in January in 2021 with a peak on Valentine’s day.

List the results (30% of vote)

The online film documenting the whole campaign reached a total result of nearly 1 million online impressions and becoming the most watched video on BILLY BOY’s social media platforms.