TEAM DUREX

TitleTEAM DUREX
BrandDUREX
Product / ServiceDUREX CONDOM
CategoryA09. Best Use or Integration of Gaming and/or Digital Media
EntrantEURO RSCG HONG KONG, HONG KONG
Entrant Company:EURO RSCG HONG KONG, HONG KONG
Contributing Company:EURO RSCG HONG KONG, HONG KONG

Credits

Name Company Position
Cc Tang Eurorscg Hong Kong Chairman
Emmie Tse Eurorscg Hong Kong Integrated Strategist
Robert Law Eurorscg Hong Kong Associate Account Director
Ivan Law Eurorscg Hong Kong Senior Art Director
Keat Mok Eurorscg Hong Kong Interactive Developer
Minghim Lau Eurorscg Hong Kong Associate Art Director
Jimmy Chan Eurorscg Hong Kong Flash Programmer
Marcus Lo Eurorscg Hong Kong Associate Creative Director

The Campaign

Brands do not rely on games much to engage with customers, whilst in this mobile era most of the consumers in Hong Kong possess a smartphone and they use it a lot for social media, information as well as gaming on the go. Less than roughly 10% of brands engage with their target consumers through a game. However, gaming journey could be much longer than normal websites or advertisements which expose the user to the brand for a prolonged period. This in turn, strengthens branding and creates association with the brand.

Results

Challenge: Eastern communities are still quite conservative to discuss sex in a casual manner; we have to come up with a smart and creative idea to enlighten the interest of the younger generation and break the psychological barrier to encourage active participation. Secondly, Durex in Hong Kong is perceived as a brand with strong heritage but the younger generation felt the brand image is old-fashioned compared with its direct competitor. Therefore to reconnect with the youth market is essential. Objective: 1. Get everyone in HK involved in sports to build up the awareness. 2. Create buzz and awareness ride on the borrowed interest of Euro 2012 to garner spill-over effect 3. Rejuvenate brand image and engage the young target audience aged 18 and above. 4. Educate consumers with product information in a light-hearted manner. Strategy: Even though it’s branded entertainment but we have tried to avoid being hard sell in any circumstance. As we understand the psychological barrier of our target to discuss sex related topic in public, we therefore carefully designed and developed all the content in a light-hearted and humorous manner. Execution: Right from the beginning of character design, potential embarrassment has taken into account. The characters symbolized the male sex organ but designed in a fun look with unique product features embedded to create curiosity and minimize the sensitivity. Each character was introduced one after another, to build anticipation and generate discussion within the social media platform. By tagging 'Likes' on the DurexHK Facebook page, users can sign up for free product trial. The interactive game was developed under the theme of football; players can compete with each other via Facebook and Mobile app, the leaderboard is posted to create competitiveness and driving them to play more. Lastly, Strip comics were created with these character and posted regularly on the page.

Audience is drawn to the content by an integrated advertising campaign which includes TVC, Print Ad, Outdoor billboard, POSM, magazine covers, advertorials, online banners and also mobile ads. All channels included the key communication message and visuals to increase synergy and maximize the visual impact.

1) Over 5,000 Facebook Fans was recruited in just 7 weeks and now has 5 times more 'likes' than direct competitors on its Facebook page, over 1 year. 13% of fans are involved and active throughout the week, VS competitor’s 4%. 2) On the first day of media launch, 450 fans joined the page. 3) Total engagements over 8,700, which is 200% of the similar sized campaigns. 4) Demographics of our Facebook fan all on target with 90% aged between 18-34. 5) Number of mobile app downloads surpassed campaigns of similar scale by 140%. 6) iPhone App ranked Position 7 of Sports Games after 3 days of official launch. 7) More than 65,000 single-player game played by all users and over 2,500 multiplayer game rooms was created 8) Users are highly engaged in the game, average game play per person is over 20 times and almost every user has created a game room to play with their friends.