Agencies: Y&R Wunderman


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.

This professional campaign titled 'Pants' was published in Italy in December, 2010. It was created for the brand: SKY, by ad agencies: Wunderman and Y&R. This Direct medium campaign is related to the Media industry and contains 1 media asset. It was submitted over 12 years ago.


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


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