K-Y goes viral to ignite intimacy
K-Y Canada is giving Canadians some sexy homework.
The "K-Y Intimacy Experiment," developed by Toronto-based Noise, features a webisode series airing on the brand's YouTube channel - at press time the second-most viewed channel in Canada - in which three couples are coached by a sex therapist to try his-and-hers lingerie shopping and erotic dance lessons.
At the end of each segment the couples are given some homework, which viewers can try at home.
"K-Y wanted to create an experiential program that allowed Canadian couples to find playful new ways to connect with each other and the brand," says Angela Fenwick, brand manager, Guelph, ON.-based K-Y Canada.
The vids are supported by a media partnership with Canwest, online ads, print, POS and PR. The campaign is set to run into April.
Comments
Magazine
July 2010
In our Fall TV issue, we take our annual look at the nets' new shows with feedback from media buyers, announce the shortlists for Agency and Media Agency of the Year and meet Robb Hadley, P&G's brand manager of male grooming.