Agency Network: 
December 2010

Objective: Primafila Hot Club is the Sub-Brand of Sky Primafila, the Pay-Per-View service of Sky Italia satellite platform. dedicated to broadcasts adult movies and programs. In December 2010, first in the Country. Hot Club launched the 3D technology for adult progamming: the need was, first of all, to raise awareness over their brand new 3D programming and then to push sales of 3D PPV programs.

Target audience: Primafila Hot Club top clients: men 18/60. Concept: only Primafila Hot Club 3D programs allow the viewerto live realistic emotions never felt before, making him almost become part of the show. We created a DM that shows the potential of 3D technology in the most effective possible way. How? By focusing on the effects. An outer envelope was needed for privacy-related reasons. Inside, an envelope portraying male underwear made of real fabric contains the leaflet with all the info rolled up to create thickness where most needed.

Results: visits on the specific section of the website were up bw/16.4% compared to previous weeks. Sales of 3D programs increased by2,7% compared to previous weeks. The DM reached the target about two weeks after the launch.

Direct advertisment created by Y&R, Italy for SKY, within the category: Media.

Advertising Agency: Wunderman/Y&R Brands, Milan, Italy
Executive Creative Director: Vicky Gitto
Creative Directors: Toon Coenen, Matteo Righi
Art director: Marco Tironi
Copywriter: Filippo Rizzo

Comments (14)

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gadgets's picture
Activity Score 1063

Effective. Good idea! 9/10

MarioLuigi Bros's picture
MarioLuigi Bros
Activity Score 203


kleenex's picture
Activity Score 50602

not that great,

Boxey's picture
Activity Score 8879

Your target is men, and you want them to unroll some dude's package? No thanks.

CuriousPencil's picture
Activity Score 4225

What Boxey said. Straight men watch women.

AdBuzzer's picture
Activity Score 1174

perhaps we don't know everything about the target group of this DM...

yoono's picture
Activity Score 115

i don't get it where and how to use.

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Disgusting. Add what Boxey and Pencil said.

phillsucks's picture
Activity Score 131


Ceballos's picture
Activity Score 621

Smells like italian advertising.

gioborde's picture
Activity Score 1387

Really??, kmon, this is way off target!! "Ad another dimension to your nights" and show me a big boner?...hmmm. I, the target, straight man, 18/60 yrs, would not want to dig in there..nope, maybe my gay roomate would like it...but then again, he´s not the target


purshotham's picture
Activity Score 457

For this DM TA should be gay...

ace85le's picture
Activity Score 3935

Hahaaahah I like this!!!


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

bodkin's picture
Activity Score 12

HAHAHA i really like this ad, however I'm a girl, so for the idea i would rate it for being related to TA its pretty poor even though its the 'effect' they are trying to show. I don't think a guy would even open the envelope.

perhaps they could have some how made it nipples or something instead