Results and Effectiveness

In just 6 weeks, <<PERFORMAN>> grossed 330,000+ views, way passed the average trailers of locally-launched movies! Durex’s App hit 15,000+ plays, even though it was branded! Durex’s Facebook also added new fans and grew by 40%! But most importantly, with sales increased by 63%, <<PERFORMAN>> became the all-time superhero for Durex! Truly a big opening that paved the way for a promising head start for Durex’ Performa!

Creative Execution

A pseudo superhero movie <<PERFORMAN>> was created and promoted just like the release of a real superhero movie to capture HK men’s attention! Aired as an unbranded movie trailer on Youtube and outdoor TV networks, the excitement for <<PERFORMAN>> was ubiquitous. HK men could even see it as the “upcoming movie” when browsing movie sites or from 3D standees in cinemas! The actual movie, 12-min microfilm on YouTube, finally revealed the secret behind the “Superpower” – anybody could be a <<PERFORMAN>> with Durex Performa! Overcoming TV’s airtime restriction for condoms ads, our budding heroes could even 'interact' with <<PERFORMAN>> on Durex's TVC using Durex’s App. Those who successfully 'wore' a Performa using their mobile phone were given a trial as a reward that was delivered straight into their homes!

Insights, Strategy and the Idea

How do you create buzz for a new condom brand in a market where sex is a taboo subject and that condom advertising is restricted to limited airtime? That were the challenges faced by Durex when launching its new PERFORMA condom in Hong Kong. The more we thought about “longer-lasting sex”, we realized that it was a special gift that would put young men above and beyond their peers. The kind of ‘superhero’s ability’ that every man fantasizes about, just like Superman flies wearing his ‘cape’ on shoulder; Spiderman jumping high with his ‘mask’ on. For HK men, they could strengthen their ‘ability’ with Performa! Capitalizing on the superheroes movie frenzy with distinctive super abilities, we personified Performa as the NEW superhero <<PERFORMAN>> in town to inspire HK men to discover this new super power.