Most people are aware of Japan’s declining birthrate, but many are oblivious to “sexless” (セックスレス) the national trend of people retreating from sex. 77% of Japanese couples rarely discuss sex. For the promotion of SKYN Condoms in Japan, UltraSuperNew created a free newspaper called SKYNBUN—a pun on the Japanese pronunciation of the word for newspaper, “shinbun”. Inspired by the condom’s innovative soft material we developed the message “Let’s have a softer relationship.” Three editions were designed with stimulating themes to enjoy sex and promote health, education and culture. The size, form, content and distribution allowed couples to get close and read together.
The physical newspaper was sampled in key areas in Tokyo and was also launched in an online form (desktop and smartphone). For a deeper engagement online USN created a mobile game that has to be played with two people (couples) by ‘pairing’ the smartphones together and asking the couples intimate questions regarding their sexual preferences and ending in a physical matching of the phones, tying them together with a golden ribbon. The campaign was supported with Facebook ads, PR through key bloggers & online sex authorities and social media sharing of articles by users.