Trojan Condoms: ‘Evolve’ Viral Campaign
To spark discussion, America’s No 1 condom brand Trojan launched in 2007 a new advertising and public information campaign titled “Evolve.” Using humorous and sometimes pointed imagery and viral videos, Trojan hopes get men and women thinking about worthiness, self-care and trust.
The immediate goal the “Evolve” campaign is to reframe people’s perceptions about carrying and using condoms. Condom use is integral to all the other rational, emotional, and biological issues that define our sexual health. Does my partner care enough about me, or do I care enough about myself, to use a condom?
Trojan’s message is straightforward: the use of condoms is a positive signal of personal responsibility and an expression of respect and consideration for one another.
The campaign is supported by viral commercials and print ads. Pigs play a major role in the new campaign. The strong community driven Evolve campaign site has user created videos, a how evolved are you quiz and a widget, to be part of the movement.
Bay area based PR Agency Edelman, has created a digital press release with videos (do they try to build a buzz toolkit here?) but forgot to mention the Trojan’ Channel at YouTube.
Even this Trojan Man R&B song with a message sounds pretty cool.
Also Attention Shoppers is a sophisticated speakers message in a shopping mall. It’s spicy and will certainly ignite consumer dialogs about sexual transmitting diseases.
Most online videos have a strong call-to-action in the last commercial frame. Trojan certainly did it’s digital marketing homework. I’m curious how they are tracking the reach of the commercials outside YouTube…
But, two thumbs up for this campaign if you would ask me. I especially like the campaign website. How do you rate the campaign? Viral enough? And why hot or not?
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Hi Igor,
Thanks for the coverage – I worked on this project as a talent scout, manager, and producer. I have posted some of my favorite new content and links to press coverage on my blog here: http://ecarsonatwork.livejournal.com/
The R&B song you featured is by Shanka-D Russ, and he is the first artist to submit to the program. I recruited him at the 2008 SXSW festival in Austin, TX. Here’s a link to his Myspace page: http://www.myspace.com/shankadruss
Stay tuned for a Trojan Man by Shanka-D music video and some more fantastic songs and videos on the evolveoneevolveall.com site.
As far as tracking goes, the media partner is using a widget which has better tracking capabilities than YouTube – I used it in the newer posts on my blog.
I consult with agencies and brands for emerging artist recruitment, management, and viral communications strategy, so reach out if you want to discuss further!
-ecarson
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