Stick to the original “Kinsey Questions” and transfer them into real life in 2005: by putting them into a new context and using surprising media and locations.- In the teaser phase, we started a real one-to-one communication and confronted clubbers in public toilets of clubs and bars and with the “Kinsey Questions”. In addition “tell a friend” postcards were provided as a take-away to spread the message.

- Shortly before the film premiered, we distributed a Mini-Sex-Test encouraging interaction. The honest answers were rewarded with a 1 euro rebate off the Kinsey movie ticket.

Results:A huge buzz and a great deal of debate right from the start. Many restaurateurs got totally crazy about the posters while some strictly refused to hang them up. “Tell a friend” postcards were widely used (the first print was out of stock after only seven days). The response to Mini Sex Test promotion: 154 % vs target.