The Brief

The total sales volume for the category was decreasing. The young target audience needed to be reminded of the risks of unprotected sex. Given the strong inhibitions towards sex we had to find an acceptable way for our young audience to take our product and start conversations about safe sex.

Creative Execution

Using a cultural relevant insight and creating xerud made it a succes. Using a touch of humor on the predictions helped to create conversations around safe sex. Also, not having a real person handing out condoms facilitated the task, breaking the first inhibition barrier. The unbranded factor also contributed to create a surprise. Sex and the use of condoms not being openly discussed in taiwan xerud was the best way to get durex products in the consumer's life, not making an intrusion but by inviting them with a surprise.

Describe the creative solution to the brief/objective.

Using Taiwanese people appetite for fortune telling we decided to create a fortune teller machine that gave away predictions along with one of our product sample. Predictions were related to one’s love relationships. We placed the machine in bars and clubs around Taipei where the inhibitions are softer. They were then redirected online for more predictions on facebook or durex website.

Results

In average a street promoter handed out 23 samples an hour versus our fortuneteller machine that handed out an average of 77. But most importantly we've soften inhibitions and started meaningful conversations.