Durex: DUREX MAKES IT FLY

Credits & Description:

Advertiser: RECKITT BENCKISER POLAND
Agency: TBWA\WARSAW
Category: Social Media & Viral Marketing
Advertising campaign: DUREX MAKES IT FLY
Account Supervisor: Pola Ziejewska (TBWA)
Copywriter: Michal Sadowski (TBWA)
Creative Director: Arkadiusz Pawlik (TBWA)
Director: Piotr Onopa (Papaya Films)
Producer: Marta Berens (Papaya Films)
Art Director: Monika Duch (TBWA)

Client Brief Or Objective
Durex wants to be perceived as a safe sex expert. The brief was to remind young people to use condoms on their holiday journeys and what was equally important – how to use condoms properly. The target audience were young people: sexually active college students and first timers. The campaign launched in summertime, the time of romance and casual sex. The strategy was to use the context of holiday journeys in an unexpected, unconventional way.

Execution
Durex has always been perceived as a safe sex expert. Its campaigns are always brave and bold. Since our target group is young, the best medium was the internet. We decided to create a viral film that would raise discussion, be spread and shared in social media.

Implementation
The main challenge was how to convey an educational message in an interesting, not didactic way. We decided to use the standard plane safety demonstration. We had our flight attendant demonstrate the proper use of condoms. Due to the conservative character of Polish society, we expected some controversy and approximately 400,000 – 500,000 views on YouTube.

Outcome
The results exceeded our expectations.Over 1.4m hits on YouTube which is 300% of our original goal.Facebook fans number increased by 20% in 2 weeksIt was the most internationally recognized viral of 2012. Mentioned by the most influential media and bloggers (AdWeek, BuzzFeed, Huffingtonpost, Coloribus, Adverblog and many others).