Challenge
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 Emotional Bliss inside a month to win the account.
Solution
We devised a three-month PR and advertising campaign to launch the Emotional Bliss range in Ireland. A highly creative approach was required.
We wrapped two double-decker buses in Emotional Bliss 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.
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 the negotiation of in-depth coverage across radio, magazines, newspaper supplements and problem pages.
In addition to generating widespread media coverage, our PR and advertising campaign resulted in a three-fold increase in traffic to the client’s website.
Result
We made a successful pitch to national media concerning Emotional Bliss’ ground-breaking launch; within four days of starting the PR and advertising campaign, the products were on This Morning as part of a ‘tried & tested’ feature that found its way onto TV’s Naughtiest Blunders. We also secured: a spread on This Morning’s website which attracted 50,000 hits per day; a double-page spread in Ireland’s top women’s consumer magazine; a full-page article in the ‘Feelgood’ supplement of The Irish Examiner; an 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; a feature in Men’s Health Magazine and an article in the Irish Marketing Journal.
