Trojan enters UK in sex Olympics viral

The US condom giant Trojan is making its first foray into the UK market - which is dominated by its rival Durex - with a risque viral campaign based on the idea of a sex Olympics.

The ads, called "weightlift", "vault" and "judo", were created by The Viral Factory.

The campaign, called the Trojan Games, consists of a series of three viral clips shot as serious athletic events but based on sexual prowess.

For example, in "judo", a man and a woman face off against each other but are naked from the waist down. The woman wins by throwing the man to the mat and mounting him.

"This is the first time a major brand has decided to launch in a new territory using viral as its central campaign tool," Ed Robinson, The Viral Factory's creative director, said.

"The ambition and scale of the production defines this as a significant development in the use of viral mechanisms."

An event website (www.trojangames.co.uk) was built around the virals to add to the illusion that the campaign was a genuine sporting event.

The site contains content including fake news stories, medal rankings and picture galleries.

"It is crucial for the campaign not to appear too salesy and we had to make sure that this was believable, well, at least at first glance," Neale Hunt, the campaign manager for Trojan Condoms, said.

The clips were produced and directed by James Rouse of The Viral Factory.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).