Brazil is a cheerful, festive and very sensual country. In order to promote the condom brand Olla, we used all this disposition to mobilise Brazilians into making Sex Day official. But our budget was small, only USD 350,000. So we developed an integrated communication strategy in order to stimulate consumers, the media and politicians to join the movement. It all started with a manifesto that circulated on the Internet. We then dressed people in Sex Day T-shirts and they were in the audience of several TV shows and this grabbed the hosts’ attention. We then sent t-shirts and letters asking for web users, bloggers and journalists to support the idea. The support was massive: the site had more than 3 million visits. The fact gained media attention. Newspapers, comic strips, TV shows, brazilian personalities spontaneously mentioned the subject, a parade took place downtown, parties were organised. The movement was so successful that the petition had over 60 thousand signatures. Sales of Olla condoms grew 20% in comparison to the same period in the previous year. And best of all: the Bill for making Sex Day official is already at Congress and will be voted upon in 2010.

First, a manifesto circulated the Internet and caught the attention of many web users. After this we dressed people in Sex Day t-shirts and they were in the audience of TV shows, which caught the attention of the hosts. We then sent t-shirts and letters to several TV show hosts, journalists and bloggers, asking for their support. The result was massive: parties, parades, articles, interviews and many spontaneous actions came up.

Besides being mentioned by the general press, the action was filmed and photographed by people on the streets and it apperared in sites, blogs, flickrs on the Internet. The access to the brand’s site went up during the action and had over 30 thousand views.