Challenge
How can Durex become a top of mind condom brand for teens and young men, reflecting the quality and sexiness of the product and communicating using the same language of the target.
Strategy
To achieve the brand’s needs we developed a 360º campaign with three main points of contact: Web, Social Media and a Music Festival.
We designed a micro-site embedded with Durex look&feel. The consumer can pick the layout according to how he/she feels and then start playing. There are various fun areas to go through, such as a Kamasutra catalog, a quiz that recommends a Durex product and even a place where the user can submit an anonymous question to Durex’s sexologist.
We created and started managing a Facebook profile dedicated to Durex Portugal. The applications are fun and content aims to be amusing but not forgetting the awareness regarding STDs.
There is no better way to impact young people than with live music - Optimus Alive is the biggest music festival in Portugal. We created a stand with various interactive games that would strengthen the bond with the consumers. Also, a giant billboard was built with the word HIV written with condoms that people could take away so that the word, and metaphorically the disease, disappears.
Outcome
The results were staggering. More than 20 thousand condoms were offered and the stand games were played 8500 times – a total of 50.000 people were impacted with Optimus Alive presence alove.
In Facebook, with more than 5000 highly participative fans, Durex is now one of the coolest profiles there are.
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