When men start to experience urine leakage for the first time they don’t turn to their friends, partner or even their doctor for information. They go online. It’s a natural choice for men, who are normally embarrassed about the problem, because it is a private and discreet place to research the causes and solutions. Thankfully, 92% of men who trial the product go on to buy it. So we developed online films and digital display ads, targeting men with masculine and approachable content, introducing them to TENA Men products in an environment where they were receptive to the information, and that had a clear and un-daunting call to action – simply visit the TENA Men website for a free sample.

The main challenge in casting Stirling Gravitas was finding an actor who could achieve a delicate comedic balance. As a man in complete control of everything around him, he had to exude the kind of confidence levels that border on arrogance. He needed a smug, self-assured nonchalance, but crucially not at the expense of charisma and likeability. He had to be relatable to men aged 50 and above, despite Stirling being an over the top character in an often nonsensical world. We needed a man who was cool and funny enough to openly shrug off his incontinence, the kind of likeable jerk often played by Will Ferrell or Ricky Gervais.

After castings in London, LA and NYC proved fruitless, we opened up the casting brief and eventually found Jason Bryden. He had exactly the kind of unwarranted confidence we were looking for, but was significantly younger than our target market, and his blonde hair and fair skin contravened the client's mandate that our actor should not appear northern European. It was only after repeated hair and make-up tests that we convinced the client Jason was the only actor who could bring Stirling Gravitas to life.

The campaign has only been live for 2 months but early results have significantly exceeded expectations. The main campaign film has been viewed 1.7 million times globally (admittedly not Nike numbers, but not bad for an incontinence product!)

The UK has seen a 700% increase in traffic to the website and a 115% increase in sample requests. The humorous and direct approach has resulted in strong performance across all direct campaign elements:

- 5.06% click through rate on film

- 0.46% click through rate for digital display ads (industry average 0.07%)

- 7% engagement rate on Twitter film (industry average 5%)