Creative Execution

Starting from the horoscope series, Durex creats stylish, premium and not look like condom personalized package. Consumers could log in official e-commerce website, to input personal message on the box and order product with personalized packaging. There are just several simple steps to finish the packaging design and buy durex personalized product both on PC and via mobile. Leverage social and media resources to communicate” one sentence to tell” concept and creat topic and content to viral effect. Take advantage of the creative concept, Durex designs series of packaging along with festival timing.

Only in two months after launch, nearly 800,000 people visited the official website. Chinese youths begin to “make invitations for sex” more liberally to enjoy sex and love more freely. In social media and network, the Durex personalized boxes arouse hot social buzz and bubble up to top of social topic lists. There are 450 million expressions on social media in two months after launch. The campaign of Durex personalized box gains the social network exposures equaling to 500 times of the investments.

Durex is a popular brand on social media mostly because its fun brand character, but the connection to consumer individual is weak as condom is disposable and has low involvement. To build strong bonding between Durex and consumers and achieve target from fierce competition, Durex take an innovative approach. Through the personalized packaging. Durex creats a special”Flirting Media”to inspire Chinese youth to express and enjoy sex. What is Flirting Media? The trick is actually on the box. Imaging any ordinary message appear on a durex box, say “Bigger than bigger”, the expression immediately has a double meaning! We found even the most common words would become a dramstic story when it appears on Durex box. For instance,5:00PM@Meeting room appears on a durex box, the simple note immediately turns into a bold flirting! Durex inspire Chinese youths to input their personal messages on box to express feeling and commemorate special moments.