Product/ServiceRFSU SENSE ME
Category C02. Use of Audio Technology
Idea Creation RADON CREATIVE Stockholm, SWEDEN
Media Placement SCREAM Stockholm, SWEDEN
Production RADON CREATIVE Stockholm, SWEDEN
Production 2 STUDIO BARNHUS Stockholm, SWEDEN
Post Production RADON CREATIVE Stockholm, SWEDEN
Name Company Position
Magnus Klang Valtech Radon Creative Director
Hampus Fernström Valtech Radon Project Manager
Nathalie Folkeryd Valtech Radon PR Specialist
Sarah Turner Valtech Radon Copywriter
Gustaf Anker Söderman Valtech Radon Art Director
Frida Karlsson Valtech Radon Account Director
Marcus Lundin Valtech Radon Director
Agnes Ahlstedt Valtech Radon Producer
Leo Köhler Valtech Radon Motion Design
Petrus Lidbeck Valtech Radon Edit & Grade
Carl Åborg Valtech Radon Composer & sound design
Niklas Panthell Valtech Radon DOP
Kornél Kovacs Studio Barnhus Music Artist
Andreas Almkvist Freelance DOP
Daniel Kieth Freelance Gaffer
Johanna Nordlander Freelance MUA
Sofi Rönnerstrand Scream Project Manager - Media
Cecilia Nyström Scream Social media specialist - media
Åsa Sohl Scream Innovation - Media
Nathalie Smeds Scream AVM Specialist - Media

View Script

Write a short summary of what happens in the radio or audio work.

Sex starts in our mind. That means all of our senses have a role to play, including the often neglected hearing. Together with the acclaimed Swedish music producer Kornél Kovács we created a song based on the sounds that turn the Nordic people on. We also commissioned music professor Martin Ljungdahl Eriksson to conduct a meta-study on what frequencies and BPMs awaken those pleasure centers. The song is a sensual journey where shifts in tempo combined with actual sounds that turn the Nordic people on come together with the ambition to turn listeners on. Accompanying the seductive beats are bird sounds, the sound of a party behind closed doors and mobile notifications. We also created a music library with 20 sounds that turn people on. Among these are the sounds of rainfall, lighting a match and opening a can.

Translation. Provide a full English translation of any audio.

No vocals.

Cultural / Context information for the jury

RFSU are Nordic market leaders within condom and lubricant categories. Our task was to launch a new series of lubricants that could enhance your sex life. The category has so far positioned lubricants as a way to treat a problem, rather than to intensify pleasure. RFSU needed to change this perception in a target group more likely to buy products like sex toys than lubricants to enhance their sexual experiences (25-35-year-olds). They also wanted to maintain their position as market leader, and reach a category sales growth of 8%. 80% in this target group think that good sex is necessary for good relationships – but 60% are dissatisfied with their own sex life. These products help with connecting sex to all of our human senses – except hearing. We decided to awaken the fifth sense to make the launch a complete sensory experience, inspiring people to tune into their bodies.

Please outline the innovative elements of the work

This work is an actual auditory sensual experience for the listener, based on science. We delved into neuroscientific research that showed music can activate the same pleasure centers of the brain as sex. This insight led us to conduct a large study with 3,000+ respondents on what sounds turn them on. We also commissioned a music professor to conduct a meta-study on what frequencies and BPMs awaken those pleasure centers. Drawing from this extensive research, we let acclaimed music producer Kornél Kovács create a unique musical experience trying to get people into a sexy state of mind. You can hear the sounds that turn people on including tempo changes to trigger a sensual reaction. We released this experience via a digital hub and social channels. We also created shareable social content including an engaging Snapchat lens and a library of sounds where people could share what sounds turned them on.