Condom Firm Stiffens Content Strategy With Emotive

Published on: 5th March 2015 at 2:26 PM

Alison Mitchell 1

2 Min Read

Four Seasons Condoms have appointed Emotive as their content marketing agency for 2015, responsible for social video, content strategy, delivery and amplification.

Emotive launched three weeks ago in Australia, bringing a new model to the content marketing landscape – helping marketers inject emotion into video creation and guaranteeing that this content will be consumed by the right audience.

To launch the partnership Emotive has created a new video campaign that celebrates Mardi Gras called ‘Are You Coming?’ going live nationally today.

Graham Porter, managing director of Four Seasons Condoms, the Australian-owned condom company said: “Emotive’s unique approach to content marketing made them an easy choice for Four Seasons Condoms to partner with. Our objective is to become an always-on publisher and given the entertaining nature of our products – emotionally charged content is key. I am thrilled to be working the team at Emotive and look forward to unveiling some exciting activations over the course of the year.”

Emotive’s executive creative director, Charlie Leahy, said of the idea: “The key to this activation was to create a video that not only entertains and connects with the audience on an emotional level, but also allows Four Seasons Condoms to communicate an important message in a humorous way. Having looked into what was resonating with the audience, we came up with the concept that blends two classics – Meg Ryan’s orgasm scene from When Harry Met Sally and the ‘First Kiss’ digital smash hit. It was a slightly weird shoot but everyone involved got really in to it.”

The social video content piece ‘Are You Coming?’ has been posted on the Four Seasons Condoms YouTube channel and promoted to their Facebook and Twitter fans. In the first few hours of release, the video had over 20,000 views on Facebook.

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By Alison Mitchell 1

I am currently the Marketing & Activations Director for Emotive. Working in media for the past 12 years, my career commenced in sales at Fairfax Media working on Good Weekend Magazine, and later working across both Sydney and Melbourne Magazines. London called, where I gained invaluable international experience managing key accounts for The Sunday Times Travel Magazine. Upon returning to Australia, I joined MCM Media where I later became responsible for managing trade and consumer marketing across all brands and platforms in my role as Marketing Executive. My biggest achievement at MCM Media was the successful company rebrand from MCM Media to Authentic Entertainment in June 2014. Prior to joining Emotive, I developed and implemented a strategic Trade Marketing Plan for Brand New Media. I hold an undergraduate degree in Marketing from the University of Newcastle and a postgraduate in Media from the University of NSW. I am passionate about all things content marketing, audience, social media, brands, advertising, trade & consumer marketing, music, events and bringing brands and consumers closer together.