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.