Girls Get Off’s OOH campaign “Aucklanders Are Cuming… So Can You” has already garnered two formal complaints made to the Advertising Standards Authority.
The sex toy brand that is all about female empowerment positioned the billboard on Takitimu Drive. A major road in New Zealand with plenty of traffic – making for a more confronting commute for some drivers.
While there’s no racy imagery on the billboard just pink graphics – the language is pretty spicy!
Online the billboard was lumped with praise when it was uploaded by the brand. Received over 4 thousand likes and plenty of supportive comments.
However, not everyone was loving the playful billboard and now The Advertising Standards Authority will review the complaints to see if they have merit.
Basically, they’ll try and work out if the billboards could cause widespread offence. However, considering the campaign has already ended assumedly it won’t impact the brands marketing strategy too much.
Girls Get Off co-founder Viv Conway told B&T, “In terms of all our marketing, it’s been the best thing we ever did. being fun/frank/sexy is memorable, and it makes people feel good. The opposite of traditional sleazy sex toy marketing.”
Conway is also mostly unbothered by the complaints, she said: “It’ll be interesting to see. We’re well aware of the ASA guidelines, but at the same time, we like to do things differently and push the boundaries.
“Our entire brand so far has been built around changing the norm and starting conversations, so I guess it’s working!
“Although we have the odd person who isn’t happy about the way we market, we have thousands of people who love and support what we do.
“I suppose even if they are upheld, the campaign is over so there’s no content to take down. With that being said we welcome feedback and are interested to hear the outcome of the complaint process.”
Either way, it’s a campaign that is getting buzz – even after it ended!
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