We were commissioned to provide through-the-line support for the new Mates ‘vibrating ring’ launch. The campaign included a viral video – distributed through an email database and online viral listing sites. Also, press ads, outdoor posters and online banners which drove consumers to a microsite within which the viral video was embedded. The microsite offered a sex survey and offered details about the new product range. Target audience were 25–35 yr olds with a core target of 25 yr olds who are adventurous in the bedroom but want to enhance their lifestyle as well as just their sex life.