OKEY, a Turkish condom brand, created a film exploring the mental distraction techniques men use to delay premature ejaculation. The film became the center of a campaign that ultimately helped the brand increase its top-of-mind among its target audience and dispel perceptions that condom use reduces pleasure.
As Turkey's leading condom brand, OKEY's goal was to grow the entire category and increase condom use to encourage safe sex, while increasing the share of voice (SOV) for OKEY Rötar, the brand's ejaculation delaying condom.
With its "As You Want" positioning, OKEY's campaign emphasized freedom, fun, and pleasure and supported everyone in experiencing sexuality freely, especially young people who are most affected by the taboo of sexuality in Turkey and have unrealistic performance expectations due to lack of sufficient knowledge about sex.
On the other hand, OKEY sought to increase the use of condoms, which had been declining steadily and 30 percent of individuals citing "it reduces my pleasure" as a reason. A significant number of people saw condoms as a barrier to experiencing sexuality "the way they want."
Against these obstacles, OKEY Rötar saw an opportunity to encourage condom use, dispel the notion that using protection negatively impacted sexual pleasure, and reduce performance anxiety.
OKEY's target audience was men who either want to enhance their sex life and/or people struggling with premature ejaculation.
One of the most common topics OKEY encountered with its male target audience was the desire to extend their intercourse duration. Through research, the brand found that men were thinking of other things to delay ejaculation. Preventing premature ejaculation by redirecting focus was an idea that was never communicated in marketing before, due to sexuality being a taboo subject in Turkey.
OKEY released Enjoy the Moment Together, a film exploring premature ejaculation. The brand made its film the center of its campaign and built a 360-degree media strategy. Through this effort, OKEY made a real and previously unspoken issue on a mass scale the center of its campaign.
OKEY's campaign more than exceeded the return it expected from the campaign, reaching significantly higher top-of-mind (TOM) and usage scores among the target audience that saw the ad compared to those that did not.
The brand also achieved strong perceptual results against the pleasure barrier that prevents category use.
OKEY also managed to strengthen its position as the leading brand in the condom category, increasing its spontaneous awareness among consumers. It also significantly increased the visibility and recognition of the OKEY brand among the young target audience, aged 18 to 24, triggering regular use of its products.
What's more, OKEY succeeded in capturing an increase in image scores for "has products that enhance pleasure" and "has products that do not cause loss of sensation" — showing an improvement against the barrier of condom use reducing pleasure.
