Creative Execution

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 and to promote ease of interactivity, 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 to be integrated to almost all existing digital brand assets.

Some important Numbers: • Total Number of Unique users: 70,000+ • Daily average new users: 1,800 • Daily active users: 2,000 • More than 4 million messages exchanged • Average session length: 2 minutes • Top user time spent: More than 3 hours • Post the launch of the RexBot, Durex owned 5% of the conversation on Sex (SOV on the topic)

Durex launched RexBot – a one of its kind, chat bot on sex education, accessed via a secure private chat window in Facebook Messenger. The focus of RexBot is to address information needs of its key audience – the young women and men. The content is crisp, light, conversational yet credible, peppered with animated Gifs, meme’s and graphics, which adhered to a consistent design sensibility. The gender-specific content delivery is through two animated characters – Rex and Roxy who keep popping up through the conversation thread. The topics were chosen after intensive research/polls on the web as well as conducting in depth interviews with young men and women from 3 different cities. The RexBot provides information on ‘The Body’, ‘The Mind’, ‘The Act’ and a general section which covers quotes, humour and myth-busters around sex. Navigation and UX was optimized for mobile devices – the preferred media of our audience.