Trojan Canada is getting touchy-feely with a unique OOH and digital campaign for its premium vibrator, the Duet.

The Church & Dwight brand is launching a first-of-its-kind campaign in Canada this month, with vibrating Toronto transit shelters designed to showcase the product’s functionality. To activate the device, there is a call to action to “push the poster.”

Smartphone users can also engage with vibrating digital banners, giving them a tangible preview of The Duet’s sensations directly from their devices.

“[Agency partner] Forsman & Bodenfors presented us with a unique opportunity to showcase the Duet in a way that breaks through the noise and connects directly with our audience where they spend their time, whether on their commute or browsing on their devices,” says Mike Ng, head of marketing for Church & Dwight Canada.

Church & Dwight says that this product is from a brand primarily known for condoms, with low awareness in the vibrating massager category.

“The category is both exciting and challenging,” says Axel Tagg, creative director at Forsman & Bodenfors, who tells strategy there are a lot of rules around what you’re allowed to say and show.

Ideation started with finding and identifying mediums that can vibrate, he adds.

“We had to get creative with how and where we could talk about the product and its benefits, so we developed an idea that would allow people to sample vibrations,” Tagg says. “It not only let us talk about this new product designed to enhance pleasure and excitement for singles and couples, but also demonstrated to them what it’s best at.”

The target audiences are Millennial and Gen Z couples, with a secondary focus on solo vibrator users, primarily women, Tagg says.

The timing of the campaign coincides with the media buy from partner Wavemaker. Tagg says the success of the work also has something to do with people being more carefree and more open to fun ideas in the summer.