Advertiser: RECKITT BENCKISER
Agency: HAVAS WORLDWIDE AUSTRALIA
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: DUREXPERIMENT FUNDAWEAR
Designer: Billie Whitehouse
Creative Group Head: Christopher Johnson (Havas Worldwide Australia)
Tech Director: Ben Moir (Snepo Technologies)
: Debbie Cockle (Momentum)
Digital Project Director: Jeronimo De Leon (Havas Worldwide Australia)
Digital Creative Director: Jay Morgan (Havas Worldwide Australia)
Director: Kim Mckay (Klick)
Community Manager: Margarita Peker (Klick)
Client: Kelly Benton (Reckitt Benckiser)
Designer: Nic Adamovich (Havas Worldwide Australia)
Director: Nick Hayden (Finch)
Creative Services Director: Warrick Nicholson (Havas Worldwide Australia)
Digital Art Director: Will Brown (Havas Worldwide Australia)
Client: Christopher Tedesco (Reckitt Benckiser)
Copywriter: Jack Nunn (Havas Worldwide Australia)
Brand Strategist/Group Account Director: Manuella Perche (Havas Worldwide Australia)
Executive Creative Director: Steve Coll (Havas Worldwide Australia)
Client: Alix Russell (Reckitt Benckiser)
Head of Design: Darren Cole (Havas Worldwide Australia)
Brand Strategist/Senior Account Manager: Nicole Dongara (Havas Worldwide Australia)
Senior TV Producer: Ros Payne (Havas Worldwide Australia)
Outcome
- 6.5 million video views - Australia’s Number 1 YouTube Video in April - 2,000 news, tech and entertainment articles - 4000% increase Facebook fan growth rate - $2 million Earned Media - 35:1 ROI Creating a new technology to directly engage with our target market, we successfully tapped into the adventurous/experimental side of consumers. Fundawear represents the beginning of transferring all kinds of physical touch over the Internet. The goal is to put Fundawear into production integrating it within Durex’s retail product range.
Relevancy
Fundawear is a ground-breaking new technology allowing couples to intimately connect in a new way. Unlike vibration-based sex toys, Fundawear accurately communicates the nuances of real touch. This newsworthy Facebook promotion repositioned Durex as the most innovative brand in the category and gave consumers a reason to switch from Ansell for the first time. Unlike traditional above-the-line campaigns, Fundawear relied on Social Media and earned media, which was important in presenting Durex as a modern, youthful brand. Research into our key demographic showed that adventure and experimentation were highly valued, and this, combined with innovation, became the platform for our campaign.
Client Brief Or Objective
Durex is an incredibly innovative brand with a modern sexual-wellbeing product line. But in Australia they were a distant second behind the category leader Ansell, who had secured market dominance and consumer loyalty. We needed to raise awareness of Durex’s innovative range and confront the challenge of getting people to switch condom brands. The strategy was to create a Facebook promotional with a newsworthy idea, to capture the eyes and ears of the media and, in doing so, directly showcase Durex’s other innovative products.
Implementation
We created Fundawear - a range of his and her underwear that connects to an iPhone application allowing touch to be transferred over the Internet - and gave the public the chance to win a pair on Facebook. For the first time, couples could experience the future of foreplay and tease, tickle & tantalise even when they’re apart. This ground-breaking innovation and unique promotional campaign repositioned Durex as the most innovative brand in the category, garnering the enormous free media and word-of-mouth exposure we had anticipated. The Facebook promotion mechanic involved couples nominating how they’d use Fundawear, fuelling social debate.