文/vivi
还记得某3D巨片引起的过海观影潮么？显然，对大众而言，需要3D的除了科幻片，还有成人影片。
意大利的这家卫星电视台响应号召，在国内首个推出了3D成人影片频道，号称要给人“身临其境”的感受。
怎样推广这种感受？
他们给客户发了一封DM。
出于遵纪守法及隐私的需要，大信封并没有太多看头，但内藏玄机。里面还有一个信封，上面有位内裤男——那条内裤可不是印刷品，而是真的纺织品。在这件纺织品的关键部位，藏了一张卷成筒状的3D频道宣传单。
频道效果，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
