Advertisement

Pants

Agency Network: 
Published/Aired: 
December 2010
SKY:  Pants
SKY Direct Ad -  Pants

Description

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 advertisement 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
Log in or register to post comments
gadgets's picture

Effective. Good idea! 9/10

gadgets
Activity Score 1063
MarioLuigi Bros's picture

Boring.

MarioLuigi Bros
Activity Score 203
kleenex's picture

not that great,

kleenex
Activity Score 56210
Web Designer/Developer
Boxey's picture

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

Boxey
Activity Score 8879
Melaleuca In-House
CuriousPencil's picture

What Boxey said. Straight men watch women.

CuriousPencil
Activity Score 4225
Copywriter
AdBuzzer's picture

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

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

yoono's picture

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

yoono
Activity Score 115
Art Director at ADRICH
Nike Diesel's picture

Disgusting. Add what Boxey and Pencil said.

Nike Diesel
Activity Score 13714
Art Director
phillsucks's picture

WAT

phillsucks
Activity Score 131
Art Director at Duelo
Ceballos's picture

Smells like italian advertising.

Ceballos
Activity Score 621
Copywriter
gioborde's picture

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

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

purshotham's picture

For this DM TA should be gay...

purshotham
Activity Score 457
ace85le's picture

Hahaaahah I like this!!!

ace85le
Activity Score 3935
Marketing Manager |

-------------------------------

www.scorchidentity.com

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

bodkin's picture

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

bodkin
Activity Score 12
Curtin University
Advertisement
Featured Content

Latest Collections

Advertisement
Advertisement