Durex briefed PREMIER to create a truly global PR campaign to help couples reconnect and build affection for the brand.

Taking WWF’s Earth Hour as inspiration, the strategy used evidence that smartphone usage is creating disconnection amongst couples. It was time to turn off technology and reconnect with each other.

Seeding the story that Durex had discovered smartphone functionality that could give you an orgasm through a carefully managed press campaign supported by specially commissioned academic research, global media took the bait and within hours the whole world was talking.

Now the big reveal... The off button

Spectacular global coverage achieved 3.2billion global media impressions and +70million campaign video views, making it the most globally watched viral video three weeks in a row.

The biggest impact was to real people - couples around the world committed to each other and put their phones to one side.

1: The Tease

2nd – 10th March

Aim: To get the world talking and build up anticipation around the new Durex discovery

- Announcement of durexlabs to global consumer, trade and tech press

- Placed with key outlets and simultaneous release across all territories

- Story distributed via UK/USA newswires

- EPK video/audio assets with spokespeople distributed to global news media

2: The Reveal

11th – 17th March

Release of hero video, placing tech vs sex on the global news agenda

- Campaign video launched via exclusive outlet (mailonline) then YouTube

- Press announcement, placed with global outlets and distributed via territories

- Supporting release with specially commissioned Durham University study

3: Amplification & Elevation

18th – 31st March

Capitalising on the success

- Campaign analysis release, focusing on success of video and real life stories from couples featured

- Social media campaign linking campaign to WWF Earth Hour

The campaign film was the most watched viral ad in the world 3 weeks in a row with 75 million views (62m on You Tube alone).

We also had 3.2 billion unpaid PR impressions and 3.9 billion total impressions, 80% of which were earned.

We saw increases in awareness, brand for me, and 86% increase in Durex purchase consideration from an Omnibus study conducted.

PR

PHASE 1 TOTAL REACH: 538,633,775

PHASE 2 TOTAL REACH: 1,821,021,832

PHASE 3 TOTAL REACH: 913,214,163

Social Media

PHASE 1 TOTAL REACH: 14,655,944

PHASE 2 TOTAL REACH: 155,873,455

PHASE 3 TOTAL REACH: 46,072,601