|Title||THE MOST DELAYED LOVE STORY|
|Product / Service||DUREX|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||HAVAS JAKARTA, INDONESIA|
|Idea Creation||HAVAS JAKARTA, INDONESIA|
|Roy Sagala||Havas Indonesia||Executive Creative Director|
|Aji Bekti||Havas Indonesia||Creative Director|
|Dimas Agung||Havas Indonesia||Sr Art Director|
|Tara Seprita||Havas Indonesia||Sr Copy Writer|
|Gerry Ginanjar||Havas Indonesia||Art Director|
We created the most delayed love story. We want to highlight that longer time leads to happier ending through a series of 7 webisodes about a love story that constantly ends abruptly. We leave the audience wondering what could happen if they have more time through #EnaknyaDilamain (The Longer The Better).
We launched the campaign on Durex's social media asset such as Facebook, Instagram, Twitter and YouTube. The campaign lasts for a month by launching 2 webisodes every week. We also invite audience to guess, what could happen if the couple have more time with #EnaknyaDilamain (The Longer The Better), which garnered more engagement as the audience are drawn into the story.
The love story became a hit with more than 5 million audience views and shares. Social media sentiment of the webisodes were 97% positives. The sales number of Durex Performa also increased up to 5%.
More that 30% of couples have intercourse only less than 10 minutes and only 29% women achieve orgasm, that because many men have premature ejaculation problem. 98% of Indonesia population is moslem and therefore Indonesia government strictly prohibit the advertisement of sex related product. Though we are not allowed to talk about sex, we still can talk about love. Indonesian are into romance movies and soap operas, hence we created webisodes about two characters who harbor across at first sight but their course of love is consistently hindered and ends abruptly in every webisodes. During awareness phase, we tease netizens on social media about the fact that things are more enjoyable if it's extend longer with #EnaknyaDilamain (The Longer The Better). Then, we launch the webisodes on Facebook which continue airing for a month. At the end we reveal the whole story.