Superdrug | Content
Challenged by Superdrug to cut through the usual noise of New Year detox stories in January 2015, we created a health campaign with a difference. For those bored of pounding the treadmill, we created a much more exciting workout that can be done without even leaving bed. Introducing the world’s first-ever ‘sexercise’ music track!
The free track, which was 22 minutes 48 seconds in length (the average duration of a single sex session in the UK, don’t you know!) was designed to sync perfectly with calorie-burning sexy times. Starting at a relaxing 90bpm but quickly rising to a blood-pumping 130bpm, the electronic soundscape encourages couples to pace their love-making movements to the changing beat of the music and get a full-on aerobic workout while they do the bedroom fandango.
The media were no prudes when it came to reporting on the story, with absolute coverage belters secured in the Metro, Metro.co.uk, Daily Star, Daily Star online, The Sun, Mirror online, London Evening Standard, Best and a huge write-up in the Mail Online (in which Femail’s Toni Jones even went as far as to put Superdrug’s sexercise soundtrack to the test with her husband!) – not to mention around 50 substantial regional pieces, with papers and radio stations from Torquay to Teeside getting all hot under the collar at the news of the new sonic sex aid. Not long after this, the story went international, with press in France and Greece getting all Oh là là!
All of this marvellous media coverage, coupled with the story going great guns on Twitter, resulted in nearly 40,000 plays of the track on SoundCloud, over 8,000 downloads and 19,000 new visitors to the Superdrug website.