The Brief

Durex Perfoma is a condom that contains a special lube, Benzocaine, inside the sheath withc helps the man to control his climax and prolongs excitement. We needed to communicate this benefit in a simple and memorable way using media that the target, men, would understand instantly.

Describe how the promotion developed from concept to implementation

With our concept centered on extending the excitement, we decided to use the electronic boards held up at half time and at the end of football matches to signify how much extra time will be played.

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

For very little media spend, the activation created considerable buzz and more importantly, targeted our male football loving consumer in the right place at exactly the right time.

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

These boards were branded with the Durex Performa colors and logo. Of course, with our branding of the boards, the extra time took on a whole new meaning and relevance !