To provide trusted guidance and position the brand in a trendy and easy-going way, we teamed with the target group’s most favored TV-format: “Virgin Diaries” – a reality TV-show following young adults as they contemplate sexuality and their own virginity.We co-opted this highly influential format to launch a branded character in a special series of “Virgin Diaries”. Products were placed prominently on TV and online via sponsored-trailers, product integrations and editorial references all seamlessly relaying the “Love Box” promise. The special series of “Virgin Diaries” provided this audience guidance on a difficult subject - and relayed the ease of purchase and use of “Love Box” condoms. To set up a brand dialogue, we were the first brand in the “sexuality” category to partner with “SchülerVZ” the largest, target-relevant social network, and offered brand interaction (e.g. Q&A regarding sexuality and products; tips and tricks for flirting) in a playful way.

“Virgin Diaries” proved extremely successful in building awareness in a highly relevant environment - with aided brand awareness of Durex increased by over 15% to 81%.

70% of the target audience agreed this campaign was “excellent” or “good”.

The campaign was outstanding in delivering to the campaign objective - research showed the large majority of the target group agreed the brand was “trendy” and “trustable” which elevated Durex directly into their relevant set for contraception brands.

Most importantly, sales figures for “Love Box” exceeded client expectations by far, and overall Durex sales increased by more than 5% shortly after the campaign period.