After a significant drop in sexual encounters among the younger generations in Japan due to a lack of personal connection between people, SKYN® wanted to remind the younger cohorts of the importance of intimate relations, placing the focus on love and trust rather than merely sex.
Planning & Execution
As a condom brand, SKYN® usually faces many censorship hurdles that other brands do not have to worry about. Because of that reason, and as a way of distancing ourselves from the more sexually explicit approach of our competitors, we've been developing a unique and sustained style of communication that focuses on love and steady relationships rather than on the mere act of sex.
For the video, we collaborated with a professional hypnotist who made a married couple of ten years fall into a trance. The experiment-style online video captured the unique approach and genuine emotions of a couple that goes through what seemed impossible: a second “first impression”.
Effectiveness / Results
Sales increased dramatically, making SKYN® the most-sold condom on Amazon Japan. The video has been picked up by more than 50 news outlets across the globe. The campaign was viewed more than 6 million times worldwide.
Best of all, we were able to push the boundaries of how a condom brand talks about sex in a conservative society like Japan, breaking new ground in how to speak about sex in a mature, meaningful way.