The "stolen" sex tape

Background

Testicular cancer is the most common cancer among men between the ages of 20 and 40, and it affects around 100 men in Slovenia each year. If testicular cancer is detected early it’s successfully treated in 99% of the cases. But: 87 % of men are mostly unaware of testicular cancer risk and only 6 % of men performed the TSE at least once in their life.* The brief was to raise awareness about the testicular cancer and ONKOMAN the newly founded society for male cancer survivors.

Idea

It's hard for ONKOMAN to get the attention of young men. They simply don't care about testicular cancer. But they do care about sexy women. They spend a lot of time on Instagram looking at them. It's hard for ONKOMAN to get the attention of the media, they simply don't care about testicular cancer. But they do care about sexy women, when they show a sexy girl, they get a lot of clicks. So if they wanted to get their attention, they had to do something unexpected - so, a sex tape was “stolen” and an influencer was “blackmailed”. In collaboration with Anja Jenko a Slovenian influencer a campaign was launched, where a film was created, that everyone wanted to see, that delivered a message nobody expected.

Results

With 0 EUR media-buy they got everybody’s attention. The whole campaign reached 72,3 % of Slovenians. There were more than 60.000 views of the TSE video on You'Tube, and more than 2.000.000 overall impressions, which is not bad for a country with only 2.000.000 citizens! The traffic on ONKOMAN.si increased by 214% compared to the same time last year. The total production budget for the campaign was 1750 EUR (the influencer, the hotel room and the dildo) and they managed to generate more than 44.000 EUR worth of free media - which equals the media buy of an average medium sized campaign in Slovenia. To bring things to perspective, the most expensive 30 second TV AD on Slovenian TV would cost you between 5000 - 7000 USD. 30 seconds on Super Bowl cost 5.000.000 USD.