Beyond The Promise: Let's Talk About Sex

Jourik is going to discuss the Sensoa case, one of Boondoggle's pride ponies. Goal was to inform young people about sexuality and relations, and to become a reference, an information goldmine.

    62% finds it difficult to talk with parents.

Sensoa needed to take a position in this segment.
        1. need interesting website
        2. NOT need to be moralizing when making campaign statements

Insight 2:

    Question/Answer mechanism to approach youngsters about sexuality and relations
    Youngster want to know about sex. They Google it all the time. We think.

--> a no-nonsense approach: www.allesoverseks.be

--> The site as a point of integration

--> Forum archive of all knowledge

--> A campaign as a trigger for creating momentum

Print campaigns /
interactive 'search bar' banners /
Brand page on NetLog
Facebook / YouTube buzz

--> The results: change in the real world:

    * 84% feels better informed about sex
    * 47% finds it easier to ask questions
    * PR in written press: Media 30K euro // Production: 25K euro
    * Blogs / magazines / radio / tv ; discussions + conversations everywhere

4 minutes is the average time spend on the website
92% intends to re-visit the site

Sensoa claimed its spot within the world of youngsters
They now have a place to find anwers
Youngsters have access to more knowledge and are more confident to talk
They now have a place to discover new things