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Emotional Bliss, a company with a mission to take the sleaze out
of the sex aid market with its range of ‘intimate massagers’,
approached PRG (and no less than nine other agencies!) to pitch
for its launch campaign. Having won through the proposal stage,
PRG needed to secure national TV coverage for EB inside a month
to win the account. Within four days the products were on This
Morning as part of a ‘tried & tested’ feature
that found its way onto TV’s Naughtiest Blunders.
Campaign:
PRG devised a three-month campaign to launch the Emotional
Bliss range in Ireland.
A highly creative approach was required. PRG wrapped two double-decker
buses in EB branding featuring the slogan: “Moan, moan, moan,
why are women always moaning?’ The vehicles travelled two
privately owned routes through Dublin city centre for a fortnight.
This highly innovative form of ‘teaser’ advertising
created a ‘way in’ to press when ‘mystery callers’ complained
to the authorities and various media…
Media Relations
A series of press releases to announce the launch
and updates on the success of the campaign were then sent to Irish
media. Activity
was complemented by negotiation of in-depth coverage across radio,
magazines, newspaper supplements and problem pages.
In addition to generating widespread media coverage, PRG’s
campaign resulted in a three-fold increase in traffic to the client’s
website.
Coverage:
- 15 minutes of airtime on This Morning and spread on
show’s website which attracts 50,000 hits per day
- Double-page spread in Ireland’s top women’s consumer
magazine, U
- Full page article in ‘Feelgood’ supplement of The
Irish Examiner
- Article in Ireland’s Sunday Business Post
- Interviews on three national/Dublin radio stations, 98fm, Spin
and Newstalk
- 10-weeks of listener reviews on Dublin’s top radio station,
Spin
- Coverage in the Irish Star, Hotpress, and The
Independent
- Feature in Men’s Health Magazine
- Article in Irish Marketing Journal
www.emotionalbliss.com |
Title:
Getting Ireland buzzing!
Client: Emotional Bliss
Task: Launch a new generation of vibrators into
the UK and Ireland and increase traffic to the Emotional Bliss
website
Skills & Solutions:
• Successful pitches to national
media
•
Ground-breaking advertising campaign
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