LOVE CROSSINGS

TitleLOVE CROSSINGS
BrandBILLY BOY
Product/ServiceBILLY 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
Credits
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.