Our campaign was founded on a local insight: many Singaporeans live with their parents into their 30s, meaning privacy is at a premium. This restriction, coupled with the fact that Singapore is still a largely conservative society, means that when Singaporeans have sex, they have to be smart about it.We created the Okamoto Freedom Project, a range of products that helps privacy-challenged Singaporeans have fun without being found out. We reached them in places where they frequented, used social media to create talkability, and used popular bloggers who endorsed our solutions to the Singapore-wide problem.

On top of successful bar promos reaching 100,000 people, our eStore was a great driver for online traffic. With more than 2,500 app downloads and hundreds of other products delivered, the result was more than a few satisfied customers.Lifestyle magazines like FHM, Her World, and 8 Days gave the project glowing coverage, and bloggers around the region talked about the campaign and products. All in all, we reached an audience of over 1m Singaporeans without the need for traditional advertising.The project struck a chord with Singaporeans, and to this day, people still send in their own product suggestions.