Positioning
Discovering and experiencing one’s own sexuality safely is a sensitive topic for every generation. Finding your place here as a brand in a credible and genuine way requires a lot of sensitivity and a deep understanding of the target group, especially for this generation, which faces so many different challenges. From the first intensive conversations during market research to campaign implementation, we really put Gen Z at the center. In other words, we didn’t focus on them from the outside, but developed together with them from the inside.
We listened, learned about their fears and empathized with their concerns, and we included them in every step. This approach has created a distinctive depth from which processes and developmental steps have grown almost organically.
With the acronym BE INTIMATE, LIGHTHEARTED, LOVING, YOURSELF we give BILLY BOY a new attitude and thus define the special role of the brand to and for Gen-Z.
A fluid communication concept allows the relevant topics of the Gen Z to be presented for discourse in a wide variety of forms and media. BILLY BOY thus becomes a companion for the young generation, is present in their living space – and speaks openly, authentically and courageously about sexuality and everything connected with it.