Lovehoney, leaders in sexual wellness, have revolutionised the way we buy and enjoy sex toys, lingerie and erotic gifts. But advertising regulations stop them from being able to advertise their orgas-mazing products on mainstream television.
Could Leith find a way to get them on air?
When it came to delivering a hard-working Christmas advert that would a) stand-out; b) normalise the conversation around sexual wellbeing; and c) drive sales, we faced an interesting creative challenge. How could we show the world why Lovehoney gifts were a must-buy for Christmas, without showing the actual products?
We knew that Lovehoney’s core audiences research products before buying them. So we looked at what Lovehoney customers were saying about their products. And they had a lot to say. From the thousands of emphatic (and erotic) reviews, we saw an opportunity to prove how much people adore Lovehoney. Our films used real 5* reviews, carefully selected to just about stay on the right side of the regulations. No products are ever shown but viewers are left in no doubt how, ahem… effective they are.
December sales were a phenomenal 14.2% above forecast. The campaign saw a great number of impacts on TV, with one spot in particular making it Lovehoney’s biggest spot to date. Overall, web sessions in December were 7% above the forecast. And, best of all, it is the first time Lovehoney have ever made an advert with the word ‘orgasamazing’ in pride of place, normalising discussion of pleasure in the UK and AU.
