Wow Tech Group conducts out-of-home campaign
Wow Tech Group of Berlin, Germany has begun an out-of-home campaign in Toronto promoting its Womanizer sex toy. The campaign, developed by The Garden of Toronto, uses the tagline, “Scream Your Own Name.” It consists of a billboard next to the Queen Elizabeth Way near Highway 427. Media buying is being conducted in association with IMA Outdoor.
“When you are in the business of promoting women’s sexual pleasure and all the benefits that go with that, you’re used to being rejected,” said Stephanie Keating, marketing manager at Wow Tech Group. “We approach every media buy with trepidation, as we never know if our investment is going to see the light of day. Regardless of the medium, traditional, digital, social, podcasting, our ads have been censored even when they contain no explicit or suggestive content. You can use sex to sell anything, except if it’s women’s pleasure.”