Sperm donorship ad 1

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Sperm donorship ad 1

  1. 1. <ul><li>Sperm Donorship at ECO (extracorporal fertilization) center </li></ul><ul><li>Creative proposal </li></ul>©Thousand_pa, Almaty, January 2012
  2. 2. <ul><li>Scope of Sperm Banks’ ads </li></ul>http://www.youtube.com/watch?v=9HkyNdGZKfQ Russian Sperm Bank (trash!) http://www.youtube.com/watch?v=IAlWf6guFoA Cryos Sperm Bank (brilliant!) Sperm Donorship is a new category (on local market). Before to establish this type of “service” promotion in Kazakhstan, we need to learn the world experience. There are 2 main types of sperm bank communication: family oriented (eternal values, classic style) and humorous (funny way, youth style). Family oriented communication attracts the potential recipients (families without kids), at the same time humorous communication oriented mostly on potential sperm donors (man, 20-40yo).
  3. 3. <ul><li>Barriers </li></ul><ul><li>Shyness. </li></ul><ul><li>Prejudices. </li></ul><ul><li>We live in the region, where society is not ready to become free from shyness and prejudices. </li></ul><ul><li>People still evaluate masturbation as something ”forbidden”. </li></ul><ul><li>That is why our sperm bank ad campaign should not be too much “open” or even provocative (we are going to respect local market aspects). </li></ul><ul><li>At the same time we need to be brave enough special to attract attention of the most progressive and liberated part of the society. </li></ul>
  4. 4. <ul><li>Idea Behind </li></ul>93% of men has masturbation experience (according the medical data, for example, by Dr. Kinsey and Institute of Sex Research). Men do masturbate special to relax and to realize some of their hidden sexual phantasies. In other words, masturbation plays role of a hobby. And since now this hobby can bring money!
  5. 5. Idea Just keep masturbate – and earn money! Become a sperm donor at ECO center. TURN YOUR HOBBY TO A PLEASANT BUSINESS ПРЕВРАТИ ХОББИ В ПРИЯТНЫЙ БИЗНЕС
  6. 6. <ul><li>Key Visual </li></ul>Crumpled tissue (consumers’ insight: men use tissues to clean the trials of masturbation) with a price tag (like in a catalogue, for example, IKEA): 5000 KZT . Copy line: Turn your hobby to a pleasant business. Become a sperm donor at ECO center and get 5000 KZT for your every visit.
  7. 7. <ul><li>TVC (synopsis), duration 15” </li></ul>In the beginning we see, how the crumpled tissue is falling down to the floor (like somebody has thrown it away). Then we see, how the tissue slowly becoming un-crumple and turning to the 5000 KZT banknote (“morphing” effect). VO (official voice): Turn your hobby to a pleasant business. Become a sperm donor at ECO center and get 5000 KZT for your every visit.
  8. 8. <ul><li>New Media </li></ul>There are more then 180 000 guys in the age from 20 to 40, who live in Almaty and registered in vkontakte.
  9. 9. <ul><li>New Media </li></ul>Men use this social network special to find porn content (there are a lot of porn videos in vkontakte.ru). ECO center will create closed porn group for Almaty guys only. Porn content will be available for the group members and will be supplemented with the ECO center donorship offer (every porn video will be finished with special end-shot with information about the possibility to become a sperm donor and get money for “masturbation”).
  10. 10. <ul><li>360° </li></ul><ul><li>TVC 15”. </li></ul><ul><li>Print in press (glossy magazines: Men’s Health, Playboy, Maxim). </li></ul><ul><li>POSM (posters at public places, for example, WC for men at HoReCa). </li></ul><ul><li>Internet (social networks, vkontakte.ru). </li></ul>
  11. 11. Thank you!

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