0906-0069: the only sexline for couples
(client)
ADCN
(creative)
Sanne van den Boogaard
Amy Sanders
Silke Verbunt
Lynn Schipper
In the Netherlands, there are around 4 million marriages. About 1 million of these marriages are sexless. That’s an enormous number, but also completely normal. Just like differences in sexual desire are completely normal. However, a lack of sex or intimacy is one of the reasons why around 25,000 couples get divorced every year. For ADCN, we decided to tackle this issue.
The insight
We’re going to remind couples how to find their way back to the bedroom. How? By introducing the sexline: 0906-0069.
The sexline is making a comeback, but not in the way you remember it. This time, it’s a tool designed to help couples reconnect and become intimate again. The 0069 sexline is available 24/7, offering tips and advice to help couples find their way back to the bedroom.
Sexline 0906-0069
When calling the sexline, a tape is automatically played. All advice is provided by certified sexologists, with new tips and advice available every day.
Campaign kick-off
The campaign launches on the second Sunday in February: February 14th. This is International Marriage Day, as well as Valentine’s Day.
On this day, at 8:00 PM, the moment when most couples are sitting next to each other on the couch scrolling on their phones, KPN sends a message to its mobile subscribers introducing the sexline.
Community Management
Community management is used online to engage in conversations about sex. In this way, the sex hotline is brought to the attention of the right target audience.
“Hi... this is Mandy speaking. You’ve called the only sexline for couples. Here’s some advice to rebuild your intimate relationship:
Keep talking to your partner about your sex life, but don’t do it in bed. It may feel safe, but you’re extra vulnerable. Have the conversation somewhere neutral, like at the kitchen table or in the car.
Thanks for calling, and don’t forget that sex takes time and effort. Feel free to call me again tomorrow for new advice or explore the website: www.call0069.com.”
KPN X 0906-0069
The sexline is powered by KPN. KPN stands for connecting people in the Netherlands. They do this not only through telecommunications, but also by bringing people closer together.
By helping couples reconnect, KPN contributes to stronger emotional connections between people.
Online ads
It is precisely in the places where partners are looking for what they feel they are missing that targeted advertising appears, such as porn sites and platforms like OnlyFans.
Married couples no longer make time for each other and often communicate poorly, while continuing to believe that sex happens spontaneously. That’s not surprising, because it’s exactly what we see reflected in society: in films, books, porn, and TV series. The same goes for the term “libido”, which suggests that sexual desire is purely biological. Spoiler alert: it’s not. That’s why we prefer to talk about sexual desire instead.
(Insight)
We think sex starts in the bedroom, but we forget what needs to happen outside the bedroom to get there.
