Brand Activation, part of the Brandwidth Group, has been appointed by Mates to carry out a sampling campaign for its Skyn range in Leeds and Birmingham.

Targeting under 35's the campaign will support and bring to life the Skyn condoms' promise, the "Closest Thing To Wearing Nothing".

During the activation, Mates Skyn hit squads with body-painted models, will be distributing Skyn samples in key locations, and giving people the chance to "Win The Ultimate Night Out With Your Mates".

The campaign is supported online at matesskyn.co.uk and with social media. Hit squads will 'tag' pictures taken with the body-painted models, allowing people to 'like' and invite their mates to enter the free prize draw. The hit squads will also 'check-in' as they arrive at each venue.

Nicolas Woussen, business development analyst at Ansell Healthcare, says: “Consumer research carried out earlier this year in France and the US has resulted in high satisfaction and recommendation rates in both countries. We were determined to get people to try it and share their views and Brand Activation came up with an innovative campaign that encompasses brand engagement, sampling and social media - a powerful combination that reaches out to a young adult audience.”

Andrew Strange, CEO of the Brandwidth Group of which Brand Activation is a part, says: “While social media and online are ideal channels to create buzz around a new product, nothing can beat the face-to-face interaction with consumers and the return on investment of well-targeted sampling.

"Our aim was to make the most of both worlds through an activity that would engage with the audience and provide it with a platform to share their Mates Skyn experience.”

The campaign will run over 5 nights in both Leeds and Birmingham, with plans for it to be extended into other cities in the following months.