The web based guide were customized for both computers and smartphones and made it easy for the visitors to upload their own tips on the most beautiful, hottest and exciting locations to do it. Stories that included everything from a five star hotel to the back seat of a car, and lists of the most popular countries and places to do it in. To help people remember to bring condoms on their vacation we offered them to order free condoms on the site and then get them delivered direct to their door. We invited people to use the guide through various media channels like advertising in billboards, banners, films and by handing out our special designed travelling condoms. Every condom package contained a text in the back that encouraged the recipient to share his or her tip of the best place to get laid in together with a short story at kondom08.nu. The condoms became the message, the media and the solution.

The campaign was promoted in everything from social media to national newspapers and

websites, and even made it onto national radio.The campaign attracted 45% more visitors to the site than in the same period last year and the visitors uploaded tips from 61 different countries around the globe. In just 8 weeks that the campaign run, 50,000 condoms were ordered from the site, which means that we were exceeding the target of 12,000 condoms by 316%. We not only helped young travelers to find the world´s most beautiful destinations to get laid in, we also played our part in at least 50,000 cases of beautiful and safe sex.