HATE CONDOMS LOVE DUREX AIR

TitleHATE CONDOMS LOVE DUREX AIR
BrandDUREX
Product / ServiceDUREX AIR CONDOMS
CategoryA03. OTC Products / Devices
EntrantHAVAS INDIA Gurgaon, INDIA
Idea Creation HAVAS MEDIA Gurgaon, INDIA

Credits

Name Company Position
Nima Namchu Havas Worldwide Chief Creative Officer
Nima Namchu Havas Worldwide Chief Creative Officer
Navin Theeng Havas Worldwide Executive Creative Director
Sarah Coles Havas Worldwide Senior Creative Director
Arka Pal Havas Worldwide Senior Art Director
Deepak Aneja Havas Worldwide Junior Visualiser
Amandeep Kaur Havas Worldwide Junior Art Director
Mukesh Tiwari Havas Worldwide Editor
Shubhrojyoti Roy Havas Worldwide Executive Planning Director
Anish Dasgupta Havas Worldwide Senior Planning Director - Digital
Sanghamitra Chakraborty Havas Worldwide Senior Vice President
Anju Prajapat Havas Worldwide Production Executive
Shweta Raina Havas Worldwide Client Services Director
Naman Puri Havas Worldwide Group Account Manager
Srishti Tomer Havas Worldwide Digital Account Director
Ruhan Ahmed Havas Worldwide Account Executive

The Campaign

A campaign drawn out of the human truth that people don't really like to wear condoms. We felt that the fact it's so thin meant it was the ideal condom for people who hate condoms. Why not draw on that and boldly address peoples' annoyances and frustrations with condoms. Only to reveal a good solution to their hatred. A condom so thin, it feels like it's not even there! Queue, Durex AiR. So while we created drama and conversation around #HateCondoms - we completed the #hag on the day we launched our TVC and product to #HateCondomsLoveDurexAiR For if you hate condoms, we don't mind one bit, because you'll love Durex AiR!

Creative Execution

From “I hate condoms” to “Hate Condoms, Love Durex AiR”. Seeded the conversation: Durex kick-started the campaign by asking digital India a simple question. Got the audience to open up: We involved influencers to share content using #HateCondoms and pitch in with their own views. Along with street interviews. The audience soon responded. Summed it up with a Promise: We created a poll and arrived at the key reason – which, as expected, was “lack of feeling”. We ended the poll with a teaser, promising the audience that Durex will come back to them with a solution. The results of the poll generated a lot of organic media coverage, leaving the audience wondering what was to come. Durex Air launched with a TV commercial, first aired online. We released digital posts detailing the product on our social channels along with bought media banners. This sparked further online content.

The campaign resulted in the product sales 1.5 times the initial sales target and sold out on e-commerce within 3 days of launch. Target Sales: INR 3 Crore (USD 436,000) Actual Achieved: INR 4.5 Crore (USD 654,000) Reach: Target: 50 Million | Achieved: 55.91 Million Number of Conversations Targeted: Target: 35,000 | Achieved: 41,247 Target Overall Engagement Rate: Target: 9% | Achieved: 10.76% Rise in Search: “Durex” searches peaked more than “condom” searches twice in the launch week! (Source: Google Trends) Durex Air was the most viewed ad on YouTube (India) in March 2018. #HateCondoms trended over The Oscars on day one! The campaign generated organic media coverage worth USD 202,000. Had Durex Air been marketed solely on its key product feature of being thin, it would have been just another condom on the market. Linking it to the benefit of ‘more feeling’ helped increase its relevance.

While the awareness of safe sex and the benefits of using condoms are high in the country, the Durex Global Sex Survey told us that most Indians didn’t use condoms. We began by asking why. An agency survey revealed some interesting insights on the low penetration of condoms. People don’t use condoms because of a “lack of feeling and pleasure” brought about by the thickness of the latex. This finding was reinforced by the condom users who said: Condom users prefer thinner condoms as it helps them get closer to a “natural” feel during sex. Key insight: Not using a condom is a manifestation of dislike for the product itself. Strategy: Instead of directly launching Durex Air as just another thin condom in the market, we decided to attack the hatred of condoms – for which Durex Air would be the solution.

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