The Brief

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.

Describe how the promotion developed from concept to implementation

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" and placed it in bars and night clubs around Taipei. "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.

Describe the success of the promotion with both client and consumer including some quantifiable 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: 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.

Explain why the method of promotion was most relevant to the product or service

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. By creating an entertaining surprise the acceptance of the product was much higher than by using a traditional promoter and the predictions that came along with the sample helped to start conversations about sex and condom usage.