| Title | EXTRA TIME |
| Brand | RECKITT BENCKISER (THAILAND) |
| Product / Service | DUREX PERFORMA CONDOMS |
| Category | B02. Consumer Products |
| Entrant | McCANN WORLDGROUP Bangkok, THAILAND |
| Entrant Company: | McCANN WORLDGROUP Bangkok, THAILAND |
| Advertising Agency: | McCANN WORLDGROUP Bangkok, THAILAND |
| Media Agency: | UM THAILAND Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Martin Lee | McCann Worldgroup (Thailand) Ltd. | Chief Creative Officer |
| Thidarat Nitikijphaiboon | McCann Worldgroup (Thailand) Ltd. | Creative Director, Copywriter |
| Wuthinan Jandafai | McCann Worldgroup (Thailand) Ltd. | Creative Director, Art Director |
| Asana Kaoian | McCann Worldgroup (Thailand) Ltd. | Copywriter |
| Opapen Kittipanyakul | McCann Worldgroup (Thailand) Ltd. | Account Supervisor |
| Pattanan Worakittikul | McCann Worldgroup (Thailand) Ltd. | Account Manager |
| Supat Praisankul | McCann Worldgroup (Thailand) Ltd. | Advertiser's Supervisor |
| Dujdao Lapsombatsiri | McCann Worldgroup (Thailand) Ltd. | Producer |
It immediately caught consumer's altention by using very little media spend. The activation created considerable buzz and got us free publicity. The sales increased by 15%.
With our concept centered on extending the excitement, we decided to use the electronic boards showing the time added at half time added at half time and the end of a football games to signify how much extra time the excitement will be continued. These boards were branded with the Durex Performa colours and logo. Of course, with our branding on the boards, the extra time took on the whole new meaning and relevance!
Durex Performa is a condom that contains a special lube, Benzocain, inside the sheath which helps the man to control climax and prolong excitement. We needed to communicate this benifit in a simple and memorable way using media that the target, men, would understand instantly.