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SUB CATEGORY :
AUDIO CONTENT
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ENTRANT COMPANY :
MULLENLOWE SINGAPORE PTE. LTD., SINGAPORE
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TITLE :
AUDIOBOOBS BY SMILE MAKERS
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BRAND :
SMILE MAKERS
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ADVERTISER :
SMILE MAKERS
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AGENCY :
MULLENLOWE SINGAPORE, SINGAPORE
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EXECUTIVE CREATIVE DIRECTOR :
ANG SHENG JIN/DANIEL KEE
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ART DIRECTOR :
HEIZAL YOW/KIN LIN LOW
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COPYWRITER :
PEH XIN YING/LIYANA HIDHIR
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AGENCY PRODUCER :
MUN WENG YONG
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DIRECTOR OF INTEGRATED PRODUCTION :
JULIE CHUA
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SENIOR EDITOR :
JENSEN CHENG
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ACCOUNT DIRECTOR :
KEVIN KOH
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PR CONSULTANT :
YINING HE
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SOUND PRODUCTION COMPANY :
NACHO USUAL COLLECTIVE, KUALA LUMPUR/
FUSE ADVENTURES IN AUDIO, SINGAPORE
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MUSIC PRODUCER :
BO AMIR IQRAM
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PRODUCER :
SHARON CHIN
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ENGLISH SCRIPT :
Please refer to MP3 of highlight reel and transcript PDFs attached.
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CAMPAIGN SUMMARY :
In recent years, many women have turned to audio erotica as a safe space to explore their fantasies and physical desires.
Smile Makers, a sexual wellness brand, identified an opportunity to to make clever use of this medium with Audioboobs, a series of erotic audio stories with instructions for a breast self-exam weaved into the plots.
This innovative use of audio encouraged women to perform breast self-examinations as they self-pleasure to an immersive erotic audio fantasy, driving an important audience behaviour that could potentially save their lives.
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CREATIVITY/IDEA/INSIGHT :
Women’s health issues are still taboo, even in 2024. Because of this, conversations around women’s bodies are silenced and discourage women from engaging in important conversations regarding their health.
Smile Makers strives to change this by normalising the perception of female sexuality as it’s deeply connected to women’s physical and emotional well-being. The enjoyment of audio erotica aligns with the brand’s values as it reverses the objectification of women in adult entertainment, and instead, empowers women in their sexuality.
By riding on the popularity of audio erotica to bring attention to breast health, Smile Makers has managed to tackle multiple stigmas for a meaningful cause and as a result, cut through the saturated landscape of breast health messaging to leave a lasting impact on women worldwide.
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STRATEGY :
Audio erotica has boomed in popularity in recent years, with audio erotica apps boasting tens of thousands of users and listening numbers for erotic novels on Spotify in the millions. More women have turned to erotic audio for its immersive and inclusive nature.
Smile Makers, one of the pioneers of female sexual wellness, saw its potential in helping women learn more about their bodies for their health – thus drawing the connection between self-pleasure and breast self-exams, and turning their strokes of bliss into life-saving touches.
This can go a long way in the fight against breast cancer as only 62% of women reported having ever performed a breast self-exam, and only 20-30% of women are doing monthly breast self-exams. In comparison, a study found that women masturbate roughly once a week. By merging self-pleasure and self-checks, women have a higher chance to detect breast irregularities earlier.
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EXECUTION :
The “Audioboobs” series was through a weekly series of stories that went live on podcast platforms like Spotify, Apple Podcast and Google Podcast.
Each story depicted a different erotic fantasy that ranged from partnered heterosexual sex, woman-loving-woman encounters and intimate group settings. Instructions for a breast self-exam were weaved into a risqué scene, written in the same sensual style – which encouraged listeners to explore their bodies and get to know their breasts in an immersive, pleasurable way.
Stories were sexually inclusive, queer-friendly and optimised for female masturbation preferences with situations where breast self-exams could be performed – whether it’s solo, with a partner, in the shower or while looking into a mirror.
Every story ended with a reminder for listeners to consult a healthcare professional if they noticed any changes or abnormalities in their breasts.
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RESULT :
The “Audioboobs” series has managed to tackle a serious issue in a playful and fresh manner without compromising the significance of the matter at hand.
The topic of breast cancer can be scary and intimidating for many women. By introducing erotic audio and self-pleasure as a means for early detection, Smile Makers has made breast health management more approachable.
The campaign’s average clickthrough rate is at 1.25% which is 196% above the media platform’s average. With over 46,000 minutes listened and 19 million impressions, the campaign has empowered more women to take charge of their breast health, challenged the stigma around the topic of breast cancer and sparked conversations on the importance of self-care.
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