•Situation

There has been lack of sex among the younger generations in Japan, due to lack of personal connection between people. As younger generations are able to feel happy without having a partner these days, we needed to remind people the importance of intimate connections that truly makes us happy.

• Brief

The brief was to generate as much awareness as possible, given the fact that media buying is difficult, as a condom brand in a conservative culture. We needed to generate awareness unlike regular products and get people to talk about the content and without having to worrying about media censorship. So nudity and sexual content was out of the question.

• Objectives

Create a connection with the audience about the importance of maintaining a romantic relationship with their partners. As SKYN is a smaller brand compared to Okamoto and Sagami, we had to take a different impactful approach.

Do you remember the first time you met your partner? We try to relive those moments in our minds, but romantic relationships tends to fade over time.

In this experiment we hypnotized a married couple of ten years to forget each other and get them to meet again for the first time, recreating a "second first impression." We wanted them to feel what it's like meeting the person they fell in love with, once again.

In the beginning, they introduce themselves and an awkward conversation starts. But, they gradually open up to each other. When asked if they would see each other again, without hesitation, they say yes. The next question reveals that they were actually a married couple of ten years. With shocked and disbelief, they are asked a final question, "Would you like to wake up from this hypnosis?", gazing at each other, the film ends.

• Impact

Sales increased dramatically, achieving number one on Amazon. The video has been picked up by more than 50 news outlets across the globe. The campaign was viewed 6,000,369 times across the globe.

• Reach

9339

• Engagement

1128

• Change in Behavior/Brand perception

From a condom brand, we became a brand that kept couples together and encouraged people to find their partners.

• Achievement against objectives

We were able to encourage couples, and people who want to be in a relationship, the importance of connecting with someone. For couples, we were able to remind them the first time they met each other, and for singles, how exciting it is to connect with someone, (although awkward at first). We were also able to gain more loyal fans who initially saw SKYN as a foreign condom brand to a brand that is all about love.