Generation Intervention
Four Seasons Condoms
Issue 56 | September 2020
Agency
CHE Proximity
Creative Team
Chief Creative Officer: Ant White Executive Creative Officer: Wesley Hawes Senior Copywriters: Mark Carbone, Zac Pritchard Senior Art Director: Nico Smith
Production Team
Director, Strategic Production: Holly Alexander Producer: Karine Pawel Junior Producer: Miranda Pezzimenti Senior Editor: King Yong Production Manager: Natalie Hort Junior Producer: Nina Weiss
Other Credits
Senior Account Managers: Claire Hawksford, Jack Hale Head of Design: Darren Cole Senior Designers: Trent Michael, Vanessa Saporito Designer: Chloe Schumacher Brand Director, Sydney: Phil Johnston Head of Brand: Kinga Papp Director, PR: Georgia Wright Senior Account Manager: Romina Favero Account Coordinator: Megan Cruickshank Head of Social and Editorial: Anna Horan Social Lead: Sophie Doyles Social Creative: Henry Clarke FOUR SEASONS CONDOMS Managing Director: Graham Porter Sales & Marketing Director: Michael Porter Brand Manager: Alexander Porter
Date
January - February 2020
Background
Australia is in the midst of a sex recession. Young Australians are having 50% less sex than previous generations. Societal pressures, tech use and mental health issues are up, and libidos are down. Not great news for the Four Seasons condom brand. To curb the threat to their sales, the task was to find an authentic way to engage a notoriously unengaged target market and encourage them to get back in the sack. The objective was to educate the public on the topical problem young adults are facing and raise brand awareness by helping to reverse the problem.
Idea
So, how do you get 18-24-year-olds back in the sack? You don’t. The idea was to have the generation that’s had far more sex than them do it for them… Parents. Parents were encouraged to have a more progressive chat with their children - ‘The Talk 2.0’. A check-in to discuss the importance of a healthy, happy sex life for a healthy, happy mind. Parents were armed with educational packs that included a range of Four Seasons products to gift their adult children. Collaborating with a sexologist, it also contained an instructional guide and conversation starter cards to spark a genuine dialogue between generations. To kickstart interventions everywhere, the parents of influencers were engaged, to infiltrate their adult children’s social channels, surprising their kids with ‘The Talk 2.0’ while they streamed. Street posters, social posts and an advice hotline operated by real parents directed parents to get their free Generation Intervention Pack online. By normalising a taboo topic and facilitating a meaningful dialogue between two generations, awkward conversations were turned into a national conversation for the benefit of young people’s physical, mental and sexual health.
Results
At the time of writing, the campaign has achieved 195 media coverage clips generating 58.2M impressions and 100% positive sentiment. In the month the campaign launched, there was an encouraging 14% increase in sales on the year average and an increase in their market share of 7%. The ongoing success of the campaign will be measured against the long-term metrics set in place by Four Seasons Condoms.