Creative Execution

This content was solely driven by social - right from seeding to full blown promotions. There are a lot of sensitivities involved when you advertise a condom in a muslim country like Malaysia. The media team had to specially keep this in mind while executing the project.

The results were not surprising. When people feel, they like! Over 75 thousand fingers became part of the story with in the first 3 days and the Durex Malaysia Facebook page grew by over 30%.

Durex was launching RealFeel condoms, its latest innovation that promises a real skin on skin experience. To illustrate this, we did not stop with just doing a film. Introducing Durex Touch, an experiential smart film that is powered by your touch. It's a film that you don't just view but become a part of and actually feel. The film features a girl and you go through all the highs and lows of a relationship with her. From casual touches to more intimate ones, you are always with her. Without you being there, the story does not progress further. At key points across the film, things became more engaging. And all this was being done for a very conservative market like Malaysia.