Condom brand's naughty site

Condom manufacturer's microsite aids Singapore youth with personal purchases
Condom manufacturer's microsite aids Singapore youth with personal purchases

The Offer: In Singapore, it can sometimes be difficult for young people to find the privacy they need to be intimate — which is why Japanese condom-maker Okamoto called on TBWA\Tequila Singapore to launch the Okamoto Freedom Project, a micro e-commerce destination offering a range of products that, according to the site, will help Singaporeans be “naughty” and get away with it without having “to rely on wits and guile alone.” A contest polled visitors for new product ideas. The winner won a trip to Japan and a supply of condoms. The winning product — an iPhone cover with a secret compartment for condoms — will be manufactured and added to the Okamoto Freedom Project e-store for sale.

The Data: An associated Facebook page had only 444 fans as of press time. Its Twitter feed didn't fare much better at roughly 53 followers.

The Channel: The Okamoto Freedom Project microsite links to an e-store where one can buy the campaign's promotional products, as well as Okamoto condoms. The main push is through social media, including a YouTube channel, which provides videos explaining the ins and outs of how to use the products on offer in the e-store.

The Creative: Products include a 99 cents app called the “TipOff” that turns one's iPhone into an “early warning device” using motion detection technology, and the “Nightcap,” a coaster with a condom hidden inside.

The Verdict:

Stephen Malbon is CEO and founder of The Malbon Group, a content development and marketing company split into three divisions: BON, a creative agency; Frank151, a lifestyle brand; and The League, a creative community. The company has worked with Casio and HBO, among others. Read our Q&A with Stephen for more.

The idea is humorous in an “Urban Outfitters” type of way, but the severity of one's actions can produce a backlash. It's a great, kitschy product and site for Americans' need for unnecessary objects, but as a guerilla campaign, time would be better spent elsewhere.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions