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The Objective
WOW Tech are world pioneers in the design, manufacturing, and marketing of premium intimate pleasure products. They have provided revolutionary Pleasure Air Technology (AKA incredible clitoral stimulation!) to the masses and are creators of the popular We-Vibe and Womanizer brands. WOW Tech enables people all over the world to increase the satisfaction of their personal and sexual wellbeing.
They needed to create video content for a PR campaign about sex and pleasure for the older generation. This campaign needed to direct to the We-Vibe product range – an exciting and popular line that is both colourful and stylish. The toys can deliver a huge range of sensual vibrations in a variety of ways for excellent stimulation and can be controlled by smartphone for remote couples play! The core objective was to produce a bank of content that puts older people in the center of their own story, and to celebrate the positive impact of ageing and sex.
The Approach
WOW Tech wanted the videos to feel sincere, authentic, honest, natural, and warm – so it was crucial that the right people were chosen for the part, as well as the interviews taking place in the right setting. Due to the nature of the conversation (sex!) we decided to interview respondents in their home so that they would feel more comfortable and encouraged to open up. Using their home also meant we would capture them in their natural environment, breathing authenticity and life into their stories.
In keeping with WOW Tech’s ethos on diversity and inclusion, it was important that the participants represented a broad mix of individuals in terms of gender identity, sexuality, and ethnicity. After a rigorous audition and recruitment process, 6 households were selected to take part.
We visited each home and conducted a 40-minute long interview, exploring the ins and outs of sex, intimacy, and squashing myths around sex in later life. Each interview felt warm-hearted, human, and at times, a little fun! We also captured their reactions as we handed them We-Vibe toys. This element of the interview offered up moments of comedy as they explored the items and tried to guess what they were.
The Results
On completion of fieldwork the footage was used in a variety of ways to deliver their campaign ‘Silver Sex‘. We created a short edit which showcased what the older generation really think about sex, with humour and heart-felt wisdom. The video was featured on their website, various social channels, as well as YouTube.
