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Strategy:
The show, about extraterrestrial puppets coming to earth, allows romancing parents to monitor the kids by securely pairing Mum or Dad’s smartphone to any tablet, desktop computer, laptop or smart TV with a webcam. If kids wander away from the screen, the motion detector sends an alert to avert the risk of an untimely surprise. Should parents need a little more time when the video reaches its final minute, there’s an option to ‘extend’ for another five minutes, time and time again.The Extendables comes after Four Seasons found a third of Australian parents had a fear of being interrupted during sex. On top of this, 22% of parents reported having less quality time for romance and sex with partners at times when the kids are around. Given almost 73% of respondents have been interrupted by their kids during sex, The Extendable provides a fun solution for the whole family.
Campaign Description:
Discussing the issue of maintaining a sex life even after the kids are born is never an easy task, especially considering Western religious conventions that view sex between parents solely as a mean to procreate further.We launched « The Extendables »: a new online cartoon we created and produced to keep kids busy while parents get busy - in the bedroom.
Outcome:
In the first 6 hours of the launch:1 MILLION+ PEOPLE VIEWED THE LAUNCH VIDEO 200.000+ PEOPLE SHARED THE POSTS 80.000+ USERS EXTENDED THEIR TIME IN BED In total23% LAUNCH VIDEO ENGAGEMENT RATE (above the average of 15% for FB video engagement)20 MILLION+ OVERALL MEDIA IMPRESSIONS AND FAMOUS NATIONAL RADIO SHOWS TALKED ABOUT THE CAMPAIGN
Execution:
To install and run The Extendables, parents can securely pair their smartphones to any tablet, desktop computer, laptop or smart TV with a webcam by going to TheExtendables.com.au on both devices and simply entering a code. Once paired, parents can control the cartoon and receive an alert if their kids move away from the screen from another room in the house. Only those who pair their phone to the webcam can use the motion sensor function: The Extendables program doesn’t share, receive or save any visual data to ensure user privacy.The Extendables was launched through a Facebook and Instagram social media campaign consisting of a launch trailer and various social posts and is available now for free from TheExtendables.com.au or from FourSeasonsCondoms.com.au.
Synopsis:
Four Seasons is an Australian company that produces high-quality condoms for all shapes and sizes.Most of the communication in their category is aimed at encouraging singles and teens to wear condoms, yet Four Seasons identified another target audience: parents. 30% of parents wear condoms for a variety of reasons (the main ones being not wanting to take the pill or have a vasectomy). Four Seasons saw an opportunity in growing their business by becoming the preferred brand for those who don’t have much time for sex, but who will always reach for the condoms when they do.
Relevancy:
This campaign is relevant for Media Lions because its main media is an actual kids video cartoon we created and produced. The cartoon was intentionally designed to provoke discussion amongst parents and parent groups about the lack of sex parents have. Our media, in the form of a cartoon and app featuring fuzzy creatures from outer space, flipped the rules of pester power and offered a creative solution to an age old problem.
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