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London
London
Lovers
Lovers
Unite
Unite
Be London's Headline Winner.
The winner of the Evening Standard’s second edition of the ‘Be London’s Headline competition’, Trojan® Brand Condoms, called for “London lovers to unite”, responsibly, as COVID-19 restrictions came to an end in July 2021.
Brands were challenged to submit an eye-catching and creative cross platform campaign to capture a passion for London at a pivotal point in the capital’s history, with the prize including the coveted Evening Standard newspaper cover wrap. Wavemaker UK’s creative team rose to the challenge with their entry for Trojan® Brand Condoms, with the creation of a provocative bespoke map of London featuring a tongue-in-cheek commentary - from Humpstead Heath and So-Hoe, to encouraging Londoners to ‘flaunt that junk’ at God’s own Junkyard.
Platform
Print, Digital, Vendor Network
The inspiration for the collaboration came from this: when asked about their love-lives 72% of single Londoners confirmed it’s been tough - even ‘pointless’.And for those 71% of 16-29 year olds in a relationship but living apart, loneliness was what united them. Sadly, it is thought that social isolation has contributed to a rise in mental health issues across London, with 42% of Evening Standard readers reporting that their mental health has been affected by the Covid crisis, an issue highlighted by The Evening Standard’s London Minds event series earlier this year.
As restrictions finally lifted and London opened up, they were expecting both excitement and anxiety in the air. The campaign was designed to give Londoners the inspiration, reassurance and confidence to navigate new dating protocols and resume relationships after a long period of isolation.
COVER WRAP RESULTS
50%
50%
of ES readers
of ES readers
saw the wrap
saw the wrap
39% did not know
39% did not know
about Trojan
about Trojan
before the wrap
before the wrap
60% learned more
60% learned more
after seeing
after seeing
the wrap
the wrap
1 in 4 felt
1 in 4 felt
encouraged to
encouraged to
find out more
find out more
Write the story
Alongside the much-coveted cover wrap, Trojan® Brand Condoms and Wavemaker UK submitted a content idea for the publication’s newly launched digital product BrandPost which allows advertisers to seamlessly integrate their voice into the Evening Standard’s online editorial content. Trojan® Brand Condoms had the opportunity to publish four BrandPost articles, which went live on standard.co.uk, over a four-week period. The prize package also includes branding across the paper’s city-wide vendor network and a homepage takeover.
4 Posts
4 Posts
17.5k Views
17.5k Views
84s
84s
dwell time
dwell time
Double over
Double over
benchmark
benchmark
Rossana Doldi
Rossana Doldi
“As a positive, progressive and inclusive brand, our mission is to enable real connections and give people the confidence to have safe and pleasurable sex. The cover wrap design conveys the brand’s distinctive humour and without judgement, heralds the renewal of positive connections between the people and places that make London life so special. Our weekly Brand Posts will feature practical tips, useful information, insightful confidence-boosters and empathetic advice from Trojan’s sexual health experts and accredited influencers - including Pete Wicks from TOWIE - on how to navigate new logistics and best practice protocols for dating safely and confidently. So, come on let’s ‘Enjoy Londoners Responsibly!”