Cannes Lions

CONDOMS

DDB NEW ZEALAND, Auckland / DUREX / 2006

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Presentation Image

Overview

Entries

Credits

Overview

Execution

People can't use condoms on their own. So, we decided to do a little match making. The line: Come together with Durex.For a cost of only NZ$2,000 (USD$1,218.59), we printed two sets of sequentially numbered lanyards and organised promotional staff to distribute them. Guys were given blue ones, girls pink. As people arrived they were presented with a lanyard and told to find the person of the opposite sex sporting the same numbered lanyard as them. Those lucky enough to find their match had the chance to win NZ$5,000. Others were guaranteed a sample or a give away.

Outcome

Everyone seemed all too willing to don the lanyards. There were 12 matches on the day and one very happy couple. Coverage and photos from the Big Day Out on 3 National News, C4 Channel, websites and in magazines showed people wearing their lanyards. A survey of people at the event ranked Durex as the brand that made the greatest impact. Durex had a 35% increase in sales compared to after the event the previous year. Durex officials were delighted, they sent us thank you cards and want to do it next year.

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