So, with the UK continuing to bask in the heatwave, this week we are reaching out to men who can’t get the temperature – or anything else for that matter – to rise in the bedroom; welcome to the world of erectile dysfunction.
And enter, so to speak, online health service Numan which has launched a digital out-of-home campaign under the strapline of “Fix Yours”, aimed at normalising discussions around the issue.
It is a big one, too; according to the official figures, ED affects more than half of men over the age of 40. (That’s something to look forward to for younger readers then!)
Anyway, instead of shying away from the problem, the London-based firm’s in-house marketing team has grabbed the challenge with both hands, quite literally, with a series of innuendo-fuelled posters running across UK city-centre locations.
Yep, you guessed it, Frankie Howerd and Sid James live on, with the creative including images of a wiener sausage, a pistol (toy gun) and a pecker (cockerel) – ooh err missus – alongside the call to action to “fix yours at numan.com”.
Running across Ocean Outdoor’s nationwide network, the campaign will will appear at prime London locations including Westfield London, Leicester Square, and Canary Wharf alongside city-centre spots in Birmingham, Liverpool, and Glasgow.
And, the data-driven campaign is activated at times when historic route data has identified a strong index to male audiences. Media planning and buying is being handled by Bountiful Cow, while the activity will be supported by TV, BVOD and radio executions.
Numan chief growth officer – are they taking the piss? – Matthew Davies said: “This campaign is completely aligned with our mission to normalise men’s health issues, to break down taboos and get people talking about them.
“We are excited to provide more men with solutions to improve their health and wellbeing, as we look to close the gender gap in healthcare-seeking behaviours.”
Bountiful Cow chief executive Adam Foley added: “Introducing high-impact OOH inventory to Numan’s media mix takes advantage of the broadcast brand-building power of OOH to further boost awareness and capture attention in a typically conservative category.
“Digital OOH allows us to trigger the creative at the most effective times of the day and to create mental availability for potential buying situations.”
So, what is the consensus around the Decision Marketing office?
Well, we all recognise ED advertising has come along way since the days when Pele was seen holding a football and, along with women’s health advertising, the shackles have finally come off. However, like it or not, for most men, admitting they can’t get it up is still a big deal.
And with this campaign, we just get the sense we’ve seen it all before, Still, as Frankie and Sid would no doubt say, they’ve certainly given it a decent stab…
Decision Marketing Adometer: A “rather flaccid” 6½ out of 10
