How do you know when a brand has come up with a truly creative concept? Is it in the language used or an innovative use of the medium through which it’s distributed? Or is there a bigger value in what you don’t say?
This is a post about creative marketing. It involves marketing condoms.
Sagami Rubber Industries Co, the first Japanese condom manufacturer, revolutionized the condom by making it a mere 0.02 mm thick thin. Their unique marketing challenge? Generate brand awareness and obtain a positive opinion without being overtly sexual or offensive to a sensitive audience. What resulted was a 30-day advertising campaign displaying over the Internet and ending with one TV ad and one of the greatest tag lines ever “…and yet, love needs distance”.
Sagami took the word “creative”, applied all its elements: expressive; original; imaginative, and; conceptual and created an international award-winning campaign that is still talked about more than a year later. During the 30 day campaign the brand was never revealed until the final television ad. Yet, with no brand reputation to leverage, Sagami managed to interact with, and captivate, an entire country. They put a positive influence on condoms; they changed a nation’s way of thinking.
Sometimes creative is using advertising platforms in innovative ways. Sometimes it’s a groundbreaking concept. The best times are when advertising does both. Consumers crave unique messages that challenge preconceived notions about a product, a brand, and a company. Seek the creative in your day.
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