Before and during the pandemic BILLY BOY, one of Germany’s biggest condom manufacturers, always insisted on one simple rule: When two people meet each other, a condom should always come along. Safe sex is healthy and important – during corona more than ever. Even in the strictest lockdown one more “sex buddy” beyond your own household is still allowed and highly recommended. So especially during corona, we shouldn’t forget about protection and endanger our health even more.

With a smart algorithm, we first detected suitable street crossings and then automatically combined them with available media spaces located right at those intersections.

This way, we used billboards located in Germany’s most frequented areas, mostly targeting Gen Y and Z. Additionally, we created an online film, teasers, geo-targeted posts and raffles so users could find “love crossings” in their own areas.

We created an OOH campaign to remind people of safer sex, exactly where two have always met each other: at street crossings named after people’s first names. This way for example, Anne & Heinrich meet on the intersection of Annenstraße and Heinrich-Heine-Straße in Berlin. We found a lot of straight, gay or polyamorous love literally in every corner of the country – and spread the message of safer sex in a humorous way. The campaign ran over a month starting in January in 2021 with a peak on Valentine’s day.

The online film documenting the whole campaign reached a total result of nearly 1 million online impressions and becoming the most watched video on BILLY BOY’s social media platforms.