A scratch coupon that taught 135,000 men something they should've already known.
THE CONTEXT
We asked men a simple question. They couldn't answer it.
78% of women have never experienced an orgasm in their lives. 70% of Indian women don't orgasm every time during sex. Men? Over 90% do.
That's not a bedroom problem. It's a knowledge problem.
We went out and asked the men of India about the clitoris. The responses were... telling. Most men didn't know what it was, where it was, or what to do with it. Not because they were bad people. Because nobody had ever bothered to tell them.
India's sex education barely covers reproduction, let alone pleasure. Female pleasure doesn't come up in classrooms, in conversations, in culture. So men graduate into adulthood with a gap they don't even know they have.
THE TENSION
You can't sell pleasure if no one knows how it works.
Skore's Oh! Pleasure Gel is a clitoral stimulant. The product worked fine. The problem was upstream.
How do you market a product designed for female pleasure to men who don't understand female anatomy? You don't start with a product ad. You start with a lesson.
THE IDEA
The world's first cliteracy coupon.
August 8th. International Day of Female Orgasm. (Yes, that's a real day.)
We created digital scratch coupons. Each coupon had a different scratching pattern. Circular. Back and forth. Pulsing. These weren't random. They mimicked actual techniques that stimulate the clitoris.
Here's the catch: to unlock your discount on Oh! Pleasure Gel, you had to scratch the coupon correctly. The right pattern, the right pressure, the right motion.
The coupon was the lesson. You don't get the reward until you've learned something.
Impact
Overview
Year
2022
Client
Global Esports × Cricket 19
AGENCY
Dentsu Isobar (now Dentsu Creative India)
Role
Main Ideation, Concept, & Art Direction
TEAM
Scope of work
Concept Development
Art Direction
Campaign Identity
Digital Player Recreation
Ads
Livestream Creative Direction
Social & PR Amplification