We came across to the challenge of creating brand value to a brand that’s already top of mind in its category. We wanted to create a strong and differential content that could only be related to our client: PRIME.

That is when we came across with the idea: since PRIME is equal to sex in our customers and prospects minds so why not creating special a day for us (and them)?

That’s when we created and launched “Global day of sex”.

And when would that they be? Of course on September 6th (in Spanish 6/9 – DD/MM).

Why 6/9? Because it matches the erotic position of 69.

We created a film to announce this day and got amazing results: Thousands of YOUTUBE views, trending topics on social media, Facebook and Twitter followers increase in the first week.

The campaign had different points and steps.

First, we developed a manifesto and a logo for the “Global Day of Sex”.

That manifesto was spread to consumers in different forms:

- POP activities

- Guerrilla actions

- Social media (Twitter and Facebook) actions

- Film broadcasted via YOUTUBE

On September 6 Th., we advertised with a page on the most important Argentine newspapers, announcing the celebration of “Global Day of Sex”.

Finally, we organized in collaboration with Playboy Magazine, “Global Day of Sex Party”.

Always with the leading participation of the brand, absolutely integrated, supporting the action. Creating a strong association between the brand and the day.

The film reached more of 700.000 views on YOUTUBE in one week, increased Facebook’s fans a 15% and 5% on twitter.

We were trending topic with:

#Hoy69MiFantasiaEs and #69DíaMundialDelSexo

And our client could sell all the huge stock of over product.