The Extendables.
An online cartoon utility designed to keep kids busy while parents get busy. Made for the 30% of condom-buyers who are parents.
Most communication in the condom category is aimed at encouraging singles and teens to wear them, but studies show 30% of condom-buyers are parents. An audience the category systematically ignores.
Parents don't need persuading to use condoms. They need uninterrupted time with each other. The mechanic isn't a comms platform, it's a utility that buys them ten minutes of distraction-grade entertainment for the kids.
At Marcel, we created The Extendables: an online cartoon and digital utility, produced to keep kids busy while parents get busy. We supported the utility with social content across Four Seasons' channels, engaging Australian parents and giving them the time they need.
The Extendables launched online and across Four Seasons' social channels in Australia, putting the brand on a side of the category (parents) that nobody else had bothered to talk to.
