As a communication goal, we wanted to construct an image breaking away from the social barriers imposed by sexual dysfunction. The aim was to introduce Viagra to the daily life, directing our product to any member of the public who in any moment can have this problem caused by stress, anxiety, etc. Viagra is a prescribed medicine employed in the treatment of erectile dysfunction.Erectile dysfunction, otherwise known as impotence is a serious medical disorder with severe physical and emotional consequences for those affected and their families. Spanish regulations do not allow for conventional advertising of this product.We wanted to change this vision of a medical product for people with a serious problem into something normal. We were looking for a different media to change this image and break with traditional media support too.Having differentiated the potential locations of our targeted market (such as business areas in the city centre) we aim to apply alternative advertising solutions making use of the legal vacuum of private environments. In doing so, we aim to demythologise all negative aspects associated with sexual dysfunction by utilising daily-life objects, like the barrier of a parking toll , as a metaphor for viagra´s beneficial effects. The contribution of the media team has been essential; election of the suitable media support, social demographic survey of the different parking, negotiation with the persons in charge of many kinds of car parks in Madrid and Barcelona; malls, railway stations, airports, central business districts, public car parks ... with specific agreements for every car park. This presentation is special because it is an original idea out of the traditionals supports.The advertising campaign has had a great impact in our target. There has been an additional effort on the part of the media team for the contracting of this so special media support (barrier of parking).There is a very narrow link of union between the properties of the product and the used support. We have obtained an interaction between our target and the creative concept.

The contribution of the media team has been essential; election of the suitable media support, social demographic survey of the different parking, negotiation with the persons in charge of many kinds of car parks in Madrid and Barcelona; malls, railway stations, airports, central business districts, public car parks ... with specific agreements for every car park.