What insights lead to the idea ?

Flaps was aimed at men aged between 18and 30, who go on an 18-30 holiday to have sex, amongst other things. Each set of barriers was re-coloured to resemble female genetalia. The media stunt appeared at Maidenhead train station for two reasons. Firstly the name Maidenhead registers with the target market as it is slang for a sexual act, and secondly as a large train station it sees tens of thousands of the target market passing through it every day.

With a footfall of 266, 731 per 4 week period, the idea was exposed to consumers at a cost of less than half an English penny per person per month.