RFSU – Awaken Your Senses
Product launch, campaign concept, channel innovation, social media
Every time you buy a product from RFSU, you are helping to spread information on sex and cohabitation issues. The only problem: media and tech giants are blocking all their communication, deeming their ads “too explicit”.
So when RFSU launched its new series of pleasure products, we needed to figure out a way to get our message past the most powerful computer vision, A.I. and machine learning algorithms in the world. Algorithms that can read everything and interpret any type of imagery. The loophole? Audio.
To promote this new product line, we collaborated with the world-renowned musician Kornél Kovács and an acclaimed neuroscientist and created an audio product designed to turn you on: “Szenzus”. A tune so hot it inspired some of Sweden’s biggest artists to create their own remixes when we launched it for free on streaming channels.
Then, to tease people into exploring their senses further, we also released the whole library of sounds that inspired “Szenzus”, along with a Snapchat filter that lets you find your thing. As sexy as it sounds, we turned a product campaign for lube into a full-body experience.
Press play for the full song on Spotify.
Every time you buy a product from RFSU, you are helping to spread information on sex and cohabitation issues. The only problem: media and tech giants are blocking all their communication, deeming their ads “too explicit”.
So when RFSU launched its new series of pleasure products, we needed to figure out a way to get our message past the most powerful computer vision, A.I. and machine learning algorithms in the world. Algorithms that can read everything and interpret any type of imagery. The loophole? Audio.
To promote this new product line, we collaborated with the world-renowned musician Kornél Kovács and an acclaimed neuroscientist and created an audio product designed to turn you on: “Szenzus”. A tune so hot it inspired some of Sweden’s biggest artists to create their own remixes when we launched it for free on streaming channels.
Then, to tease people into exploring their senses further, we also released the whole library of sounds that inspired “Szenzus”, along with a Snapchat filter that lets you find your thing. As sexy as it sounds, we turned a product campaign for lube into a full-body experience.
Press play for the full song on Spotify.
In a collab with Kornél Kovács, we created the track “Szenzus” and activated Sweden’s biggest artists to create remixes.
The launch was celebrated on social,
and our Snapchat filter earned the most
impressions in Sweden in 2021.
The activation in social was followed by one in traditional channels, and on our site, the library of sounds that inspired Szenzus let people take their 5th sense to the 7th heaven.
The outcome
19%
increase in sales (compared to target of 8%)