SMP and Billy Boy set to bang on with students

SMP has created an engaging and fun campaign for Billy Boy condoms, the new challenger brand to the UK. Billy Boy condoms (the number one brand in Germany) are targeting the youth market, specifically 18-25 year olds, and aim to talk frankly and openly about sex in a light hearted way. SMP was tasked with generating awareness.

In response SMP reached out to universities and offered them, as part of their Fresher’s week activity, an exclusive comedy tour with up and coming new comedic talent. The activity involves a fully branded comedy set and collateral that clearly communicate the brand values, give freshers free samples of condoms plus interactive activity via a digital photo booth that links to Facebook.

The “Bang on with Billy Boy comedy tour” starts its journey at Exeter university for their opening night on the 17th September and then will tour other universities in the country along with additional free condom sampling in University goody bags.

Chris Clarke, brand manager at Billy Boy comments “SMP has done a fantastic job of reaching our target audience with the right messages. Billy Boy is a fun brand and we want people to have safe sex but be proud to ‘Bang on with BILLY BOY’.

Sharon Oliver, group account director, SMP adds, “This has been a really fun project for us to work on. Comedy and sex resonate well with each other and enable us to talk about safe sex in a positive way without being too pushy, it’s time a new condom brand came to the market and talks about sex openly”