文/vivi

還記得某3D巨片引起的過海觀影潮么？顯然，對大眾而言，需要3D的除了科幻片，還有成人影片。

意大利的這家衛(wèi)星電視臺響應(yīng)號召，在國內(nèi)首個推出了3D成人影片頻道，號稱要給人“身臨其境”的感受。

怎樣推廣這種感受？

他們給客戶發(fā)了一封DM。

出于遵紀守法及隱私的需要，大信封并沒有太多看頭，但內(nèi)藏玄機。里面還有一個信封，上面有位內(nèi)褲男——那條內(nèi)褲可不是印刷品，而是真的紡織品。在這件紡織品的關(guān)鍵部位，藏了一張卷成筒狀的3D頻道宣傳單。

頻道效果，一目了然。

Objective: Primafila Hot Club is the Sub-Brand of Sky Primafila, the Pay-Per-View service of Sky Italia satellite platform. dedicated to broadcasts adult movies and programs. In December 2010, first in the Country. Hot Club launched the 3D technology for adult progamming: the need was, first of all, to raise awareness over their brand new 3D programming and then to push sales of 3D PPV programs.

Target audience: Primafila Hot Club top clients: men 18/60. Concept: only Primafila Hot Club 3D programs allow the viewerto live realistic emotions never felt before, making him almost become part of the show. We created a DM that shows the potential of 3D technology in the most effective possible way. How? By focusing on the effects. An outer envelope was needed for privacy-related reasons. Inside, an envelope portraying male underwear made of real fabric contains the leaflet with all the info rolled up to create thickness where most needed.

Results: visits on the specific section of the website were up bw/16.4% compared to previous weeks. Sales of 3D programs increased by2,7% compared to previous weeks. The DM reached the target about two weeks after the launch.

Advertising Agency: Wunderman/Y&R Brands, Milan, Italy
Executive Creative Director: Vicky Gitto
Creative Director: Toon Coenen, Matteo Righi
Art director: Marco Tironi
Copywriter: Filippo Rizzo
Published: December 2010