The Brief

Durex is an incredibly innovative brand with a modern sexual-wellbeing product line. But in Australia they were a distant second behind the category leader Ansell, who had secured market dominance and consumer loyalty. We needed to raise awareness of Durex’s innovative range and confront the challenge of getting people to switch condom brands. To do this we created a world-first product innovation of our own and invited Durex’s target audience to spread the news by sharing the content, By directly engaging our audience we were able to make Durex worldwide news.

Creative Execution

Only 35% of young Aussies know Durex as a condom brand. Our target of 18-24 year olds uses condoms because they feel they have to, not because they want to. This further enhances the belief that Durex is a brand about safety and not about pleasure. Our aim was to draw attention to Durex’s innovative products and show that the brand was always seeking new ways to help couples enjoy a better connection. This ground breaking new innovation repositioned Durex, garnering the enormous free media and facilitating enormous debate on Social Media that elevated the brand above our rivals.

Describe the creative solution to the brief/objective.

We created a new product called Fundawear, his and hers underwear that uses a smartphone app and inbuilt touch actuators to accurately send ‘touch’ over the internet. Partners can thus ‘touch’ their partner via the app from anywhere in the world. Without paid digital media we chose to launch a viral campaign. Once we had developed a working Fundawear prototype we filmed a live trial with a real couple, and released the resulting film online. As interest in Fundawear went global we launched a unique opportunity for one lucky couple to win a chance to try Fundawear for themselves.

Results

244 mainstream news pieces, a further 1,333 blogs covered the story, including Perez Hilton and dailymail.co.uk. Earned media over $1.68million reaching an audience over 50 million. The most viewed YouTube clip in Australia in April, and is still attracting daily views. 7,422,351 youtube views with an estimated viewing time of 7,385,703 minutes watched. Facebook saw an 3978.6% increase in fan growth (versus 2 weeks prior) And a 489.9% boost in talk about Durex on Facebook To date 24,000+ people have tweeted the campaign, reaching a potential 82.5+ million followers. Most noted from Tech Crunch, with a following of 2.7million.