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OH MY JOY! IT SPARKED AT thjnk AND AMORELIE

Updated: Aug 22, 2023

In a multi-stage pitch, an interdisciplinary team from thjnk, together with the joint venture Upljft, was able to secure the communication approach for the launch of the new sex toy line "AMORELIE Joy".


House front with balconies and poster

Great joy at thjnk and AMORELIE! In a multi-stage pitch, an interdisciplinary team from thjnk, working closely with the joint venture Upljft, was able to secure the communication budget for the launch of the new sex toy line "AMORELIE Joy". From the joint Hamburg location, thjnk looks after the high-quality online shop for sex and love life, in the future in the areas of campaigning and performance marketing as well as in the further development of the social media ecosystem.


After AMORELIE successfully brought sex toys as a lifestyle product into the social mainstream in recent years, the cooperation should bring the topics of enjoyment, empowerment and change more into the focus of communication. In addition to opening up new target groups, the aim is to continue to break down taboos on lust and sex across all channels and to encourage open dealings with one's own sexuality.


Natalie Hansen, Creative Director thjnk Hamburg: “We are really looking forward to working together. Amorelie not only stands for great products that bring people closer together and are fun, but also for sexual education, tolerance and diversity. Address taboos openly and engage in dialogue. Values that are important to our society and that we share at thjnk.”


Heidi Plath, Senior Brand Manager Amorelie: “Thjnk convinced us from the first chemistry meeting to the last pitch presentation with a strategic understanding of the brand and creative ideas for our new product launch. With thjnk, we are happy to have an international agency at our side that fights for our topic with the same passion as we do. The launch campaign by AMORELIE Joy under the hashtag #OMJ - for Oh my Joy - also reflects a lightness that we would like to see in dealing with the subject of sex toys within society. ”



ABOUT THE JOY CAMPAIGN

The start of the joint cooperation is the product launch campaign for the new entry-level brand AMORELIE Joy. Under the campaign motto "Oh My Joy!" the toy series is intended to arouse the sexual curiosity of beginners with intuitive handling and bring more joy into love life across all age groups. The focus of communication is on social media - across all channels - from Instagram to Tiktok - and with various content formats - from short videos & surveys to community challenges. In addition to short TV spots and online moving images, an OOH flight is also planned.


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