Challenge

To promote Control Portugal’s new range of toys in a way that would generate earned media and exponential awareness without significant investment.

Idea

We chose the Rio do Prado Hotel in Óbidos, surrounded by nature, to host the event “Good Soul Vibes.” We invited 10 journalists from leading lifestyle media outlets to enjoy a day entirely dedicated to love and sex, free from taboos, filled with tips on how to elevate their experiences using the brand’s new toys.

The day featured several workshops led by a sexologist, a nurse and Control’s brand manager. Together, participants explored all the features of the new products and the best ways to use them. The journalists were treated to dinner and an overnight stay at the venue, where they were able to experience the full product range first-hand.

The following day, they shared their experiences in a relaxed and light-hearted tone just as conversations about sex should be, and as the Control brand has always encouraged.

Results

Each journalist published coverage about the new Control products in some of the most respected lifestyle media outlets. As other publications saw these major players talking about the launch, they reached out to the brand expressing interest in discovering the new toys first-hand and learning more about the launch.

In a simple and effective way, we put Control’s new Soul Vibes line at the centre of the lifestyle media conversation.

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This campaign also earned us a Silver Award at the Meios & Publicidade Comunicação Awards.