?Alikaps, erection stimulation pills producer, asked us to raise its brand awareness.

We found a simple insight which was directly connected with the product: unexpected erection can cause the awkward situations especially on the beach.

The idea was to show that Alikaps take care not only about erection itself, but even about it consequences. For that we created Hiders – the first ever briefs that hide men's erection. The video presentation of the concept and press releases were enough to get as much buzz as if the briefs were real. More than 1,500,000 contacts in media and hot, really hot discussion in social media on whether we should actually produce them or not. Now we are thinking about it.??

?The goal was to raise awareness of Alikaps brand in short period of time and engage people into discussion about erection issues and Alikaps as a brand being responsible for solving this kind of problems.

Output/Awareness:

– 5,156,232 PR impressions received

– Video-presentation get 323,017 views (73% of Russian viewers) on YouTube without any media-support. Also we have had a very good indicators of the depth of viewing extending to 1.07m+?– It showed us that more then 50% of the users have watched video till the end

– More then 643,536 impressions in the social networks

Action/Business Impact

– 11% increase in sales before summer season without any other activities from the brand in this period.

We created the concept of Hiders – the first ever briefs that hide men’s erection. Due to special pad into the briefs, either you are calm or excited, nobody will now about your secret desires. In video presentation, the product designer, Lev Bezhik, describes the concept in details. The video presentation was placed on the website, where also was some additional information about the concept.

The video presentation and concept description appeared on multiple media, including Huffington Post, Sostav, Yaplakal, FurFur, The Stable and many others.

?– The direct advertising of medicines is prohibited in Russia.

– All the brands in category focus on negative problems related to erection, nobody ever talked about consequences of men's perfect sexual fit.

We based our strategy on the way the product concepts being launched on crowd funding platforms like Kickstarter are presented. We created the product concept, video presentation, the website and even the product designer. Thus we maximized the PR potential for lifestyle media, which are keen on writing about new product concepts.