Wild Secrets reminds retirees that sex gets ‘Better With Age’ via The Royals
Online sex toy retailer, Wild Secrets has identified a gap in market for over 65s, creating a campaign normalising sexual pleasure for older Australians via The Royals.
The campaign aims to break the stigma around sex in the older age group, with survey data from Wild Secrets and Glow revealing that two in three over 60s are not comfortable using or discussing sex toys.
The survey, which was conducted across 500 Australians over 65, also found that 53% of women over 60 and 55% of men over 60 agree sex toys can help maximise sexual pleasure later in life.
The ‘Better With Age’ campaign leverages traditional media, which is embraced by older Australians, launching with a 16-page mail-order catalogue and a 20% discount for all Australian senior citizen cardholders.
The catalogue, featuring accessible toy recommendations and sexologist-approved educational content, was distributed in lifestyle villages nationally, as well as RSLs, golf clubs and bowling clubs.
The discount has also been promoted through mobile digital billboards, print ads in retirement living lift outs in local papers, and a targeted 30-second BVOD spot.
The Royals have been working with Wild Secrets for several years, having launched a tactical OOH campaign off the back of Australia’s first lockdowns in early 2020. The partnership has since launched work with the aim of ‘closing the orgasm gap’.
Since its launch, ‘Better With Age’ has seen significant success within the over-65 age group, with results including a 10% lift in website traffic, 19% increased in transactions, and 32% lift in revenue for the over 65 demographic.
Since the campaign’s launch, the 20% discount has also become a permanent fixture of the Victorian Seniors Card program.
Adam Lea, marketing manager at PHE International, said: “At a time when sex positivity is on the rise, ageing and sexual pleasure remains a no-go area. Over 65s are hugely underrepresented when it comes to sex – in health documents, popular culture and advertising – and often represented through an ageist lens.
“Our goal at Wild Secrets has always been to help everyone embrace and explore their pleasure, regardless of their demographic.”
The Royals managing partner Andrew Siwka added: “We are incredibly proud of our work with the Wild Secrets team, but seriously, how can you not love a campaign where both the ads and the product put a smile on people’s faces.”
Credits
Client: PHE International
Brand: Wild Secrets
Creative Agency: The Royals
Research Company: Glow
Printing: BluePrint
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