Durex: THE CONDOM TESTER

Credits & Description:

Advertiser: RECKITT BENCKISER
Agency: ZENITHOPTIMEDIA
Category: Fast Moving Consumer Goods
Advertising campaign: THE CONDOM TESTER
Nordic Brand Manager: Alexander Benzing (Reckitt Benckiser)
Client Service Director: Britt Stellinger (ZenithOptimedia)
Creative Director: Henrik Bergerman (Jens Og Berger A/S)
Client Service Director: Line Juul (ZenithOptimedia)
Digital Manager: Signe Larsen (ZenithOptimedia)
Managing Director Nordic: Stine Halberg (ZenithOptimedia)

Execution
With nearly all 18 to 30 year old Danes active on online – and knowing how much young men like to brag about sex – our campaign had to be digital and social. We wrote a job ad to seduce. We placed it on one of Denmark’s largest job portals and supported it with 'Best Ever Job' banner ads on other job portals and youth sites. We got Denmark talking about the job via a bespoke Facebook page, and all digital activity directed eager applicants to a specially created 'Tester' website.And on the street, we drove desire with must-have 'Tester' t-shirts and sample condom kits.

Effectiveness
- We received 3.813 applications for 500 tester jobs (but all were welcomed with open arms and are now brand ambassadors!). - We reached 64.329 unique visitors (7.5 % of the target audience) and received 3.626 likes on the Durex Facebook page.- Durex received PR across Denmark’s newspapers, online, TV and Radio to the value of €94.000 - 4 times the actual media budget!- Most remarkable though was the increase in sales of Durex condoms – up a staggering 25%!

Strategy
Young Danes don’t like condoms. Many associate them with sexually transmitted diseases and when they do decide to buy a pack from the petrol station or pharmacy, they often only have one brand to choose from – RFSU.With just 2% marketshare, a tiny budget of €24000 and limited available creative, what was Durex to do? We had to transform a turn-off into a turn-on -that’s what sex is all about isn’t it? So, we appealed to young Danes basic desires and created their dream job. A job that would tick all the boxes for everybody: promote safe sex, encourage sampling, recruit brand ambassadors, fuel category research and increase sales. The job? The Condom Tester that is open to both men and women.