Technology is great. But sometimes it gets in the way of relationships. We wanted to put a mirror to people’s behaviour and help them reconnect with each other. The opportunity: Earth Hour - An hour when we are encouraged to switch off the lights to prevent climate change.

We structured the campaign in 3 phases to build tension and intrigue and make a more compelling revelation.

First, we seeded the idea through the press that Durex, partnering with tech entrepreneur Susie Lee, a Biophysicist and Biochemist, had discovered something on your smartphone that could give you an orgasm. The internet was buzzing. We set up a website so people could sign up to be BETA testers and millions responded.

Then phase 2, the big reveal.

We launched our film, showing real couples discovering what would make their sex lives amazing, it was…the off button. Their responses were amazing. And the responses from the public were just as powerful. People committed to switching off their phones and spending more time with their partners.

We followed with phase 3 in which we encouraged couples to Turn Off to Turn On during Earth Hour. To put their phones down and concentrate on each other. And for those who needed help, we even created an app that allowed their phones to sleep together so they could too.

Based on the coverage and conversations we created, it was clear the world identified with our message and agreed it was time to Turn Off to Turn On.

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 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 3.9B 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