BURBANK — LELO won the award for Marketing Campaign of the Year at StorErotica Magazine’s 2016 StorErotica Awards, which were held on Mon., Jul. 18 in Burbank, Calif. during the ANME Founders Show. The honor was awarded for LELO’s work on the "Beyond the Wave "campaign, which saw LELO produce a mainstream trailer and a short film focusing on the division between couples against a post-apocalyptic backdrop.
Originally designed to support the launch of LELO’s Wave range of personal massagers, "Beyond the Wave" quickly expanded into a much bigger undertaking. This included an interactive PlayTogether app, which allowed users to couple up and follow the characters through the landscape of "Beyond The Wave" together — choosing their own journey and bringing them closer together by the end.
Steve Thomson, CMO of LELO, said: “We’re very happy to have 'Beyond the Wave' recognized by our peers and industry luminaries at the StorErotica Awards gala, especially on their 10th anniversary. The campaign was a large global one, far bigger than any standard sex toy campaign. And the content that we created appeared at a number of prestigious film festivals. It was a really unique way to bring our brand to new audiences not familiar with us and spread a positive message about intimacy. It’s really special to have that daring approach to what we do rewarded.”
The trailer for "Beyond the Wave" garnered more than 1.2 million views in its first week, specifically targeting a mainstream audience in an unexpected way that transcended the boundaries of the adult industry. Starring Casper Van Dien of “Starship Troopers” and a global cast, the short film and the related marketing activity drew hundreds of thousands of new people to LELO’s site and online spaces.