Redefining Healthcare Advertising: Insights from INNOCEAN Europe
Creative directors José Suaid and Sebastian Pattis at INNOCEAN Europe discuss the importance of understanding client categories, leveraging various media channels, and the opportunities presented by new technologies in consumer healthcare.
Billy Boy is one of the biggest condom brands in Germany, protecting young generations since 1991, with various product types. In addition to its medical profile, Billy Boy also has a cheeky side. So, it was great to launch our partnership with a project like this. For the CAMDOM campaign, we combined different media channels to spark the conversation, from social and digital influencers to billboards placed close to nightclubs and bars, allowing our audience to download the app straight to combat the shocking increase in revenge porn and the illegal sharing of intimate content.
Billy Boy’s core slogan is “Here for you”, no matter where “here” is. With CAMDOM, we expanded the brand’s reach, making sure their message connects with the audience wherever they are, both physically and digitally.
The growth of wearables and digital health allows brands to promote wellness in a practical, preventive way. CAMDOM, for instance, innovates by providing protection against intimate image abuse, taking Billy Boy to a new level in digital safety and care beyond the physical product.
We hope to position Billy Boy as an innovative, forward-thinking brand that stays unconventional and ahead of its time. But our mission with CAMDOM goes beyond advertising: we want to introduce a tool that has a positive impact on society, ultimately protecting anyone who's a potential victim of non-consensual intimate image abuse.
Today, more than 1 billion iPhones and over 3 billion Android devices are currently active, and CAMDOM is compatible with all of them. This pioneering and creative solution makes Billy Boy the only condom company in the world to step into digital health, thus doing something that hasn’t been done before.