THE LOVER'S FORTUNE TELLER

Short List
TitleTHE LOVER'S FORTUNE TELLER
ClientDUREX
Product / ServiceDUREX RANGE
CategoryA05. Best Use of Ambient Media: Large Scale
EntrantOGILVY ACTION Taipei, CHINESE TAIPEI
Entrant Company:OGILVY ACTION Taipei, CHINESE TAIPEI
Advertising Agency:OGILVY ACTION Taipei, CHINESE TAIPEI

Results and Effectiveness

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: 55,316 clicks on the internet AD, FaceBook AD impression reached 524,992 clicks within 8 days and in total 50,765 people visited campaign website. On a business perspective, while the sales volume was decreasing of -5% the Durex volume sales went up of +4%, to reach an historical 54.7% market share, in Feb. 2011 with support of the full campaign.

Creative Execution

Sex and condom use is not openly talked about. The best way to put durex products in the consumer hands was to create a connection with the consumer's life without making an intrusion and their penchant for superstition suited perfectly. We placed Xerud in bars and night clubs around Taipei where inhibitions are softer. With the samples and predictions the consumers were redirected online to our fortune teller facebook page or to her special mini website for more predictions. A supporting tvc and online ad featuring our fortune teller, again consumers were redirected to the online predictions. An in store reminder POSM helped us to close the sale.

Insights, Strategy and the Idea

The total sales volume of the condom category was decreasing we needed to get the young crowd to restart conversations about safe sex and put Durex products in their hands. While our young target audience was fully aware of the brand they appeared not to systematically use condoms when having sexual intercourse. Sex and condom use is not openly talked about. All Taiwanese generations frequently consult fortune tellers, to know their faith in wealth, health and love. Using that penchant for superstition we created an unbranded, fortune teller machine: "XERUD". "XERUD" handed out predictions related to one’s sexual life and relationships, featuring our products benefits, educating about safe sex and all came with a sample of our product. By creating a surprise we're able to entertain our target and break the inhibition barrier making it easy for our crowd to accept the samples and start to conversations from the predictions.

Credits

Name Company Position
Nuno Lemos OgilvyAction Creative Director
Sherry Hsieh OgilvyAction Senior Copywriter
Millie Lin OgilvyAction Art Director
James Lei OgilvyAction Senior Designer
Amber Huang OgilvyAction Business Director
Polly Wen OgilvyAction Account Manager