DUREX TOUCH

Short List
TitleDUREX TOUCH
BrandRECKITT BENCKISER
Product / ServiceDUREX
CategoryA03. OTC Products/Devices
EntrantLEO BURNETT Kuala Lumpur, MALAYSIA
Entrant Company LEO BURNETT Kuala Lumpur, MALAYSIA
Advertising Agency LEO BURNETT Kuala Lumpur, MALAYSIA
Production Company DIRECTOR'S THINK TANK Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Eric Cruz Leo Burnett Malaysia Executive Creative Director
Iska Hashim Leo Burnett Malaysia Creative Director
Mukund Olety Leo Burnett Malaysia Creative Group Head
Andiry Tan Yong Chern Leo Burnett Malaysia Art Director
Lau Kuan Cheng Leo Burnett Malaysia Business Director
April Yim Leo Burnett Malaysia Social Media Associate Director
Mei Ling Leo Burnett Malaysia Account Manager
Jin Yeap Leo Burnett Malaysia Project Manager
Soo How Leo Burnett Malaysia Senior Technical Manager
Reza Rosli Leo Burnett Malaysia Technical Director
Tsen Joon Onn Leo Burnett Malaysia Multimedia Engineer
Pravin Sutar Leo Burnett Malaysia Art Director

The Campaign

Background & Challenge Malaysia is a conservative Muslim country. Condom advertising is banned on mass media and is heavily regulated in the digital space. Our task was to launch Durex RealFeel condoms, an innovation that promises a skin on skin experience. Insight In Malaysia, even buying condoms is a private affair. Malaysians often pick up condoms from the shelf as quickly as they can before anyone could notice it. Solution Introducing Durex Touch, an experiential mobile film that gave viewers a private peek in to the Durex RealFeel experience by actually making them a part of the film itself. Exclusively made for smartphones, the film gives you a skin on skin experience. Without you being there, the story does not progress. Results Over 75 thousand fingers became part of the story within the first 3 days and the Durex Malaysia Facebook page grew by over 30%.

The Brief

The task was to launch RealFeel condoms, the latest innovation from Durex. The audience is conservative and often are embarrassed to buy or even talk about condoms. Though created mainly for the Malaysian market, this campaign was expanded to also include Singapore.

Creative Execution

This particular piece of mobile content was part of a campaign that includes a webfilm, a mobile and web-based game, and other social and digital activation. We created an experiential mobile film that gave viewers a private peek in to the Durex RealFeel experience by actually making them a part of the film itself. The film takes you through all the highs and lows of a relationship. And you are part of that relationship.

Over 75 thousand fingers became part of the story within the first 3 days and the Durex Malaysia Facebook page grew by over 30%.

Your mobile is your private space and most Malaysians own smartphones. We had to launch Durex RealFeel condoms – a product that promises a real skin on skin experience. The task was not simple because Malaysia is a conservative Muslim country. Even talking about condoms is strictly a private affair. By going mobile, we accomplished two things – We gave users a real skin on skin experience and we made this whole experience a private one.

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