RFSU - through to the final in Aller Best

RFSU is constantly working to "normalize" topics that can be embarrassing in relation to the body, sexuality and sex. Pål Hansen, brand manager at RFSU, says that they often visit schools and festivals to talk about condoms and the use of lubricants.

- In the Aqua lubricant campaign, which we did together with Aller, one of the goals was to make it less embarrassing and reduce the taboo around buying lubricant in grocery stores and pharmacies," says Pål Hansen.

Victoria Krogeide, KAM/Customer Manager at Aller Media, is impressed that RFSU dared to think outside the proverbial box.

- The results were very good, but we entered the case in the creative category. Not because the case itself is so creative, but because it is the customer who is creative. RFSU dared to step outside the usual box and do something as unconventional as a test pilot with us," says Victoria Krogeide.

Test pilot

Krokeide is convinced that the best way to get people to test properly is through a test pilot. "The unique thing about test pilots is that you have the opportunity to select the people you want to test a product. In addition, you get honest answers and valuable information. This time, the ten test pilots were anonymous, and in the selection process they chose broadly so that both men and women of different ages, homosexuals and people with a medical condition were represented.

The response was great, and as many as 1,200 of KK.no's readers wanted to test RFSU's Aquaglide. The test subjects were also satisfied, and after the articles "9 out of 10 recommend this in bed" and "Inger" (49): - How sex became fun again" were published on KK.no and Seher.no, sales of RFSU's lube went up considerably! People broke the embarrassing barrier and bought lube at the grocery store. They wanted to test it themselves!

The right media mix

In addition to the test pilot, they chose to sponsor Rød Løper on Seher.no With close to 5 million video plays and 5 million views, it's safe to say that the sponsorship paid off.

- We went through several rounds with CARAT before we finally found the right media mix for the campaign. We often get blocked due to sexual content, so we had to be sure and test all materials well in advance of the campaign launch. The time we spent on briefing and campaign planning was worth every penny. The articles and sponsorship on Rød Løper were seen six times more than estimated, and web TV had more than a million viewers," says a satisfied Pål Hansen.

Fantastic job by Aller

Pål Hansen believes the reason the campaign was a success was that it had a simple message. The visuals also made it easy to adapt the content to the media used.

- Aller did a fantastic job here! The layout developed for the test pilot was modern and playful. It perfectly matched the target group we wanted to address, which was women between the ages of 20-50. The collaboration we have with Aller is very good and professional. Since RFSU's marketing department is a small team, we rely on the coordination and sharing of campaign information being done in an efficient and clear manner. Here, Aller delivered with flying colors," says Pål Hansen, who is delighted that RFSU increased sales in the lubricant category by 22% in 2021!