Current Issues in Marketing Strategy

Condoms are a difficult thing to promote. Improving the product awareness, societal willingness to use them and actually making people listen is a task all in itself. The National Health Service (NHS) have launched a very successful viral campaign that simply and effectively promotes the use of prophylactics well. The humorous viral ad can be found here. Today we take a brief look at the marketing strategy behind their campaign.


Servant Of Chaos wrote probably the most insightful comment about viral marketing in 2008: How many times have you been in a meeting and you have heard "let's make a viral video"? You know what happens next -- a bunch of half-conceived ideas are thrown onto the table and a hasty decision is made in an effort to "get something out there". Obviously what he means is that viral is not just something you do to gain exposure, in the same way that you don't just stick up a poster on any street corner, you need to do it strategically.

The NHS has taken this strategic angle, targetting the younger generation with their love for travel and everything that goes along with that. The ad doesn't glorify condoms, in fact, long after you have given it our attention do they even hint about condoms and therein lies the effectiveness. Particularly gen Y is not interested in being told what to do, but they will absorb messages if they are cool. Almost like dealing with your boss, make them think it is their idea.

The strategy revolves around a few basic factors:

• Market segmentation (Younger generation)

• Advertising medium that will connect with them (Viral)

• Message communicated (imply connections, don't force it)

There is nothing revolutionary about what they have created, it simply goes back to the age old adage, Rome wasn't built in a day. More precisely, don't rush, understand your market and in today's market, don't always tell them what to think, sometimes subtle is better.

So the question remains, is it effective use of resources or should they have gone down the track of the TAC vicitims of drink driving / speeding advertisements?

Josh Strawczynski's Opinion
I really like the campaign, it wouldn't have taken a huge budget, it has worked virally (on account of everyone I know having seen it before I forwarded it) and the message is conveyed effectively. I really like the subtle message they have used, it connected the dots between travel and condoms and I tend to agree.

Sam Berringer's Opinon
I would like to see a range of support information situated around the place, maybe some statistical information about STD's, just to give the campaign a little punch!