JOM Group and Zum goldenen Hirschen address the target group of the Bielefeld-based condom manufacturer with new advertising media and a new look & feel using audio-visual content.
Hamburg, 15 February 2023. Just in time for yesterday’s Day of Love, Ritex, the specialist in the production of condoms and lubricants, launches its new campaign “More than Sex”. Together with the JOM Group, agency for hybrid marketing communication, which has been responsible for media planning for Ritex since 2021, and the creative agency Zum goldenen Hirschen, the traditional Bielefeld company wants to charge the brand with emotions and at the same time increase brand awareness among 18- to 45-year-olds.
Audiovisual content ensures targeted appeal to condom users
Particular attention will be paid to moving image spots, which will be targeted, among other things, in video-on-demand on Connected TV.
“A hybrid moving image mix is central to this campaign. On the one hand, emotions can be conveyed very well via moving images, as the audiovisual component appeals to several senses,” says Alexandra Friebe, Teamlead Digital Media Consulting JOM Group. “At the same time, digital moving images offer the possibility to play the spots specifically to ‘condom users’ or people who are interested in love, partnership, dating and thus potentially also in contraception. In this way, the target group can be addressed both specifically and emotionally. Through the different video offers of the campaign, we also ensure a sustainable contact dose in the different age segments.”
Thus, the advertising material is placed in the media libraries and apps used by the Ritex target group (e.g. RTL+ or Joyn) around series and films on the topic of “dating and love”. At the same time, data-driven playout takes place to people with a high interest in (alternative) contraception, love, partnership and sustainability.
The targeted use of moving images is additionally flanked by display and social media placements. In the area of social media, the campaign will be played out primarily on Meta’s platforms, which are popular with the target group, as well as in the app Jodel. In addition, the campaign will be expanded from May onwards to include online audio spots that will be placed on the Spotify Audience Network and in the popular podcast formats Hobbylos, Kaulitz Hills and Fest & Flauschig. The combination of the different channels ensures multiple contacts to reach the target group in a sustainable and effective way.
Zum goldenen Hirschen’s first campaign relies on emotional storytelling
For its first Ritex campaign, the creative agency developed completely new advertising media and emotionalised the brand through storytelling: “Sex is more than the technical act. That’s why trust in the product and in the people is the core of the new campaign. We make this trusting bond tangible with the help of real couples in a natural look and the newly developed blue Ritex band. This way we create a strong emotionalisation of the brand as well as a high recognition value,” adds Axel Zimny, Managing Director Zum goldenen Hirschen.
To additionally charge this emotional message and enable more identification, the current campaign, which runs from Valentine’s Day until mid-September, again features “real” people instead of animations.