Our client is a larger telecommunications client with a television service. Within that service is an adult entertainment video-on-demand service.The brief was to increase awareness, desensitiSe the stigma associated with adult movies, and ultimately, increase sales.

Our approach was to use humour in headlines, and to have a typographer (Luke Lucas) create a look that was fun and sexy, but sexy in the classy way. Not the other way.

This sounds made up, but traffic to amour.ca went up 17,000%. This was driven by the media buy, television ads receiving over 500,000 hits on YouTube (search ‘amour ads’ on youtube), and appearing on TBS’ funniest ads of the year.Most importantly, sales rose roughly 7% in a time other television revenue dropped.