Best Multicultural/Ethnic Campaign
Agency: Colangelo/Maxus, & Edelman
Campaign: Magnum Live Large Project
Client: Trojan Brand Condoms
Trojan Magnum Condoms holds a 14% share in the large-sized condom space (as of 2009), and is strong among the African-American community. Yet despite its success, the brand was facing several challenges, including its premium price and increasing competition.
The brand needed to speak to consumers but come across with class and style. Playing off condoms’ ability to protect people from STDs, they created the Live Large Project, encouraging frank discussion of sexuality and sexual health in a way that would celebrate the culture of the key influencers of the Magnum brand. The goal was to seek out men who “live large” and have them encourage others to achieve that goal in a positive way.
The brand partnered with rapper and film star Ludacris (Christopher Bridges), whose affinity for the brand was well known. With his support, Magnum invited fans of the brand to do exactly what he and other hip hop and R&B artists have done – talk about the brand in song.
In April 2010, MagnumLiveLarge.com issued an invitation for fans of the brand and of hip hop music to submit Magnum-related songs or vote for their favorite song over an eight-week period. The winner would receive $5,000 and appear on stage with Ludacris at Birthday Bash 15, one of hip hop’s biggest events. Magnum offered free product sampling, photo capture and branded premium giveaways at the Bash.
Voters were also entered into a contest to receive an all-expense-paid trip to the Birthday Bash. Both sets of winners received tickets to the prior’s night’s VIP party, where Trojan planned to honor and celebrate some of Atlanta’s leaders who had set the gold standard for the living large lifestyle.
The contest was supported with PR, online banners, radio, online video and magazine ads. In addition, Ludacris posted, tweeted and conducted radio interviews.
More than 175 million PR impressions were generated. Aspiring artists submitted 2,074 original songs, with 300 or more incorporating the brand message. More than 157,000 voting battles occurred, with visitors age 18-34 spending an average of four minutes engaging with the brand.
During the two-day event, 17,000 samples were distributed, and in the week following, the brand enjoyed an 8.4 % increase in the Atlanta area vs. the previous year.
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