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  • SUB CATEGORY :
    USE OF MOBILE & DEVICES
  • ENTRANT COMPANY :
    VML TAIWAN, TAIPEI
  • TITLE :
    SAFE LOVE
  • BRAND :
    CONDOM WORLD
  • ADVERTISER :
    CONDOM WORLD
  • AGENCY :
    VML TAIWAN, TAIPEI
  • APAC HEAD OF INNOVATION :
    RAYMOND CHIN
  • APAC CHIEF CREATIVE OFFICER :
    PAUL NAGY
  • CHIEF CREATIVE OFFICER :
    LULU LU
  • EXECUTIVE CREATIVE DIRECTOR :
    MIN-LUNG/WU
  • CREATIVE DIRECTOR :
    HAN DA
  • CREATIVE GROUP HEAD :
    CLOUD KAO
  • ART DIRECTOR :
    SHIN KU
  • AGENCY PRODUCER :
    NI-NI HUNG
  • DESIGNER :
    GENNI WANG
  • ACCOUNT DIRECTOR :
    JOU JOU LIAO/JOE CHIANG
  • CAMPAIGN SUMMARY :
    Taiwan’s smartphone penetration rate is ranked top 2 in the world. People use their phones for everything from daily tasks to highly personal matters. Young people in Taiwan enjoy capturing intimate moments on video, cherishing the pleasure of love and preserving beautiful memories. However, when love fades, what was once an expression of affection can turn into devastating harm.

    Each year, Taiwan reports hundreds of cases involving the leakage of private videos, most often maliciously distributed online by former partners after a breakup. Among the victims, 94.9% are women, with the youngest being just 13 years old.

    “Condom World” brand philosophy centers around providing safety and protection during intimacy, as well as privacy and security afterward.

    We can't stop young people from filming intimate moments. "Safe Love" turns the mobile phone that creates content into a medium that protects content. After filming intimate videos on their phones, users benefit from 100% encryption. The content remains secure on the device. More importantly, "Safe Love" showcases the innovative functions of mobile media, making the experience of shooting private videos safer.

    Ultimately, “Safe Love” has earned the trust of young people in Taiwan, becoming the preferred choice for protecting intimate privacy and fostering safer, more secure relationships.
  • CREATIVITY/IDEA/INSIGHT :
    “Safe Love”—
    The first app in the world promoting the safe sharing of sexual content between partners.

    Users can record intimate videos in their preferred style, and whenever one of you wants to watch a video, even if you're apart, the other's consent is required. Both of you must place your fingerprints on the screen, forming a heart shape to unlock the video, symbolizing mutual commitment.

    Every video is protected by "end-to-end encryption". After the video is created, it is encrypted, ensuring that only you and your partner can view it.

    We've taken it a step further by using AES-256 encryption, the highest standard of security available worldwide. With multiple layers of encryption, your videos are thoroughly protected during both transmission and storage, any unauthorized actions are immediately flagged. Even “Safe Love” development team cannot access your videos.

    If love dissipates, just one click, videos will be instantly deleted.
  • STRATEGY :
    “Condom World”, Taiwan's largest digital platform for adult products, has established a vast customer database over the years, with over 85% being young Taiwanese consumers. This demographic aligns perfectly with the target audience for couples who enjoy filming private, intimate videos.

    Leveraging “Condom World” extensive customer database, “Safe Love” targets the 18-35 year old demographic, who are primary users of the internet and social media, and particularly concerned with personal privacy and online security.

    “Safe Love” directly reaches this precise target group through its online database, deploying targeted advertising to encourage downloads of the “Safe Love”.

    "Safe Love" turns the mobile phone that creates content into a medium that protects content. Young people use their phones to film intimate videos, and our strategy is to ensure that content remains securely on the device. “Safe Love” leverages the phone's unique operating system and hardware features, such as mutual fingerprint unlocking and end-to-end encryption, to provide immediate and robust protection. Neither partner can unlock the content without mutual fingerprint authorization.

    "Let’s make intimacy safer" is slogan of “Condom World”. The app aims to increase mutual trust and empower young people to protect their privacy within intimate relationships.
  • EXECUTION :
    ◆In Taiwan, the seventh day of the seventh lunar month is “Qixi Festival”, the traditional Chinese Valentine's Day. As expected, this day sees a surge in romantic dates, intimate encounters, and even the filming of private videos as keepsakes. Consequently, the period following Valentine's Day often witnesses a spike in the leak of private videos.

    ◆The promotional campaign will run for four months, starting half a month before Chinese Valentine's Day in Taiwan (July 2024 to October 2024), aiming to educate young couples about protecting each other's privacy.

    ◆During this period, targeted advertising will be deployed through Line and Facebook, leveraging “Condom World” customer database to precisely reach the target demographic and encourage downloads of the “Safe Love” app.

    ◆We will also target customers shopping online at the “Condom World” website. While browsing products, customers will see “Safe Love” ads, reminding them to use the app for security and peace of mind during intimate moments.

    ◆“Safe Love” is available for download on the Google Play platform, with iOS availability planned for 2025.
  • RESULT :
    ◆The App has now been downloaded over 12,673 times.

    ◆And has already promoted the “Safe Love” of 12,673 people.

    ◆0 video leaks occurred.

    ◆31 news agencies picked up the idea.

    ◆Most importantly, in this age of social media, “Safe Love” aims to drastically reduce the number of leaked private videos in Taiwan, protecting privacy and making love safer.