CAPABILITIES: ADVERTISING, COMMUNICATIONS
CREATING AN ALMIGHTY IMPACT
LAUNCHING A BRAND WITH COMPELLING CONTENT
Trojan Condoms was on a mission to take on big boy Durex in the UK. No other competitor had succeeded before and those who dared to make a move did so at their peril.
It got better. We didn’t have money to swamp the TV screens, we didn’t have money to own the high street and we didn’t have money to splash ourselves all over print titles.
This was perfect.
We needed to make an impact with a budget of just £50k, so we decided to produce digital content that was capable of upsetting the status quo; something provocative and memorable enough that it would mark the Trojan name indelibly in consumer consciousness.
From this five-figure budget and with no supporting media, we created The Trojan Games – a series of films so original and inherently shareable that it’s now widely acknowledged as one of the most talked about and memorable commercial virals of all time.
OF JUST £50K
In just three months and with £0 media spend, Trojan became the second most recalled condom brand in the country.
Supported with The Trojan Games website, viewers could discover our athletes’ back stories, their winning stats, training programmes and live leaderboards. We actively encouraged people to ‘fill in a friend’ about the site and brought them through to our Trojan Condoms product page for a free sample.
To date, hundreds of millions of views of The Trojan Games viral have been tracked globally and many still believe the event was absolutely real.