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Be brave

Posted on 25. Mar, 2010 by NW1er in Communications, Fun stuff

I was travelling down to south London at the weekend (weird, I know) and found myself absorbing the tube advertising, which I typically rarely see because I cycle to work. Walking along in my semi dazed state, I was struck by the word ‘coochie’, which appeared in a giant purple font. Not believing my eyes, I looked again, and indeed there it was, a sexual slang word. Nothing else appeared on the poster, other than the URL www.loveyourvagina.com. Continuing on my journey, I noticed the poster in multiple places. Intrigued, I got home and fired up my computer.

What I discovered at the link was an interesting piece of marketing. I landed on a splash page, beautifully designed, which suggested reasons for reassessing issues relating to a feminine hygiene product called a Mooncup. Reading down, I was asked to enter a simple poll on the topic (assuming I was female).

Bemused and bedazzled, I discussed this with my girlfriend, who was abhorred by the idea of the product being promoted. I was abhorred by the campaign in itself – thinking the use of poster + splash page + pointless poll was unoriginal and unlikely to work.

So this morning, I received my daily Creativity Online email and the Coochie campaign was featured, which prompted me to discuss this with some of the Aurora team. We then proceeded to spend a good few minutes reading the site. And here’s the point of this post: initially I thought this campaign was stupid, but in truth I have spent at least an hour talking about it, with approximately 20 people, since Saturday. So the learning here is that obvious tactics sometimes work, but especially when they are packaged up with a clever, challenging, creative concept. Three cheers for Team Coochie!

Tags: marketing