|Title||THE LOVER'S FORTUNE TELLER|
|Product / Service||DUREX RANGE|
|Category||A05. Best Use of Ambient Media: Large Scale|
|Entrant||OGILVY ACTION Taipei, CHINESE TAIPEI|
|Entrant Company:||OGILVY ACTION Taipei, CHINESE TAIPEI|
|Advertising Agency:||OGILVY ACTION Taipei, CHINESE TAIPEI|
|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|
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.
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.
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.