Results and Effectiveness

Our campaign objective is to sell 43800 “Love Box” in two months at convenience stores. This new line was in limited supply. The launch is intended to be a pilot. Over 25000 game plays and shares were generated from Discuss.com in one single day. A total of over 80000 were generated during the 2-week promotion burst. All 43800 limited boxes were sold out in a mere 3 weeks in convenience stores. The performance far surpassed the original 8-week target. With such success another “Love Box” for Lovers Promotion is being planned for this year.

Creative Execution

Under “Love Box” a total of eight different attitudes towards love were created to epitomize the eight different “Love Box” packages. First we focused on Discuss and UWants two very popular forums amongst youths and young adults. The first-ever user-initiated, real-time Love Test game was launched on Discuss.com.hk homepage – the online forum with the highest traffic in Hong Kong. Online visitors could further share and invite friends to try out the game via FaceBook share. With the psychological test on Discuss and on Durex’s website the target gets to play and discover his/her love and sex attitudes. Second “Durex Love Box” was launched via cover buy on Milk Magazine underscored with a four-page story in the same publication. Other online display ads in various placements were deployed to extend the reach and coverage whilst sustaining awareness.

Insights, Strategy and the Idea

Condoms are generally perceived to be a functional commodity amongst youngsters today. “Users” make their choice primarily on functional criteria. At the same time, key players in the market are also investing their budget and highlighting functional enhancements and appeals. Our challenge is to launch our new “Durex Love Box” into a highly competitive arena based on emotive appeal – and not on functional aspects. And this on a shoe-string budget. Love and Sex are topics high on youth’s mindspace. They are subjects that they are wrapped up in and curious about. Based on these insights we developed “Love Box for Lovers” to differentiate “Love Box” from other similar functional condoms. Plus, we developed the “Love-Test” positioning “Love Box” as the way to determine their love/sex attitude. We therefore decided to adopt a dual-pronged strategy to generate impact, noise and talk amongst youths and young adults on “Durex Love Box”