At a time when Australians are spending a lot more time alone inside, online adult retailer Wild Secrets has launched a cheeky campaign repositioning sex toys as universal entertainment for everyone stuck at home. Iso-tainment, anyone?
Created by The Royals, the second phase of the tactical campaign launched this week with an appeal to Australians to ‘Go F*ck Yourself (for everyone’s sake)’ – encouraging Aussies to quarantine and break the boredom of self-isolation with a little help from Wild Secrets.
Executed across OOH, digital advertising, PR, Social, influencer marketing and eDMs to existing Wild Secrets customers, the campaign aims to normalise sex toys as a joyful celebration of adult pleasure and an effective boredom buster when you’re stuck at home.
The first phase launched at the same time as the Federal Government’s economic stimulus package in response to the COVID-19 crisis and mimicked the look and feel of government advertising to announce Wild Secrets’ ‘Stimulating Package’.
Calls to action included “Stimulate the economy and yourself”, “Use your stimulus package to stimulate your package” and “If we all come together, Australia, we will get through this”. The Royals also designed a saucy coat of arms, made up of sexy toys.
In addition, Wild Secrets gave away 200 ‘self-relationship enhancing devices’ – aka the best-selling Womanizer vibrator – valued at $30,000, ensuring Australians had what they needed to ride out quarantine with pleasure. To claim their free sex toy, competition entrants were invited to use inspired emojis to describe what they planned to do in self-isolation.
The campaign has so far contributed to a two-fold increase in sales for Wild Secrets as a growing number of Aussies answer the call to stay (and play) at home.
General Manager of Wild Secrets Will Dobbyn said now is a good time to let people know about the benefits of using adult toys.
“We are simply trying to bring a little levity into what is an otherwise very, very trying and, in fact, scary time. Off the back of droughts, bushfires and now the horrible consequences of this virus, we think Aussies are looking for something to have a little laugh about. If we can bring some physical joy along the way, then that’s great too,” Dobbyn said.
The Royals Executive Creative Director Stu Turner added: “This is a scary time for all of us and to get through it, we have to focus on small moments of joy and things that bring us pleasure. What better way to alleviate some of the anxiety we are experiencing right now than some good, clean self-pleasure at home, at a time when we should all be staying indoors.
“As an agency, we loved working with the team at Wild Secrets and I’m incredibly proud of everyone at The Royals who rolled up their sleeves and turned around this work in 24 hours.”
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