The Campaign

India is a country of young people with more than 50% population less than 25 years of age. There is a burning need for information for a young person curious about her/his body. However, Indians do not talk about sex openly. With scarce access to credible information, they naturally gravitate towards unreliable and salacious, yet easily accessible sources. The brand launched RexBot – an intuitive chatbot that was accessible to consumers via a private and secure chat window in Facebook Messenger. With consumer engagement as its main objective, RexBot was crafted keeping the new age consumer in mind and catered to both men and women. It was credible, yet conversational and had an underlying thread of gentle humour. The fact that the platform was easily accessible on mobile, on an existing app on their phone, added to the comfort and ease of use for the consumer.

Creative Execution

Instant Messaging and Search were the two biggest digital touch points for our Audience. There are more than 200,000 monthly active users on Facebook Messenger in India and Google Insights and social listening reports revealed that approximately 9.1 million searches happened around ‘sex’, each month. Reports indicated equal interest among both male and female audience. From the engagement numbers, the brand concluded that the average time spent by their audience on chat platforms supersedes average time spent on social media platforms. The entire premise of creating an online destination or encyclopaedia of sex on the mobile proved itself. The correct use of technology was critical to conduct conversations digitally. The brand created engaging content, keeping the user’s thinking process in mind and also a few widely searched sex-related topics and keywords, and put it under simple & interesting headers. This made it extremely easy for the target audience to relate to it. On opening RexBot, the consumer interacted with an animated character called Rex who offered him/ her a variety of dedicated sections of content specially curated for both male and female audiences. Rex’s female counterpart Roxy helped female users with their queries. The brand focussed on bringing the characters of Rex and Roxy to life, creating various GIF based animations, giving both of them approachable, friendly and fun-loving personalities. Considering the users were uninitiated in a conversation around sex, RexBot’s content was classified into various ‘information sections’ in a Decision Tree-based structure. The bot was developed in a month’s time and beta-tested within an incubation community of over 1,500 Durex associates for over two months. The feedback was used to refine the user journey and enhance user experience. RexBot was developed with an eye on the future. It can be integrated to almost all existing digital brand assets.