Let’s talk about sex…..toys

Lovehoney set us challenge – their existing customers loved them, but their 3m potential customers out there who were much harder to convert.

We conducted in-depth research with these “hesitant maybes” to find out why – uncovering four sticking points in their journey to buy their first ever sex toy. These ranged from the fact most people don’t even think about sex toys in a typical week, to the embarrassment of bringing them up with a partner.

In our search for a solution, we used a range of research methods – from the Bravery Index, which taught us the perfect tone of voice to normalize the category, to boozy group interviews with women to understand the best way to break the ice.

The result was a cheeky watercooler advert filled with innuendo that earned our audiences’ attention, made the awkward sex toy chat easy and lighthearted, and gave people a reason to visit the site.

Our “Bunnies” work won Campaign’s Pick of the Week and the Drum’s Creative Work of the Week.