Universal McCann were provided the opportunity to introduce the international Durex Sperm Man advertising campaign to the New Zealand market.

The target of 16 to 24-year-olds was identified as one of the most discerning fickle demographics in the market place. The media team collectively undertook extensive research prior to the introduction of Sperm Man, enabling a full understanding of this media savvy target.From this research the media strategy 'Vanguard Discovery' was developed, and a highly integrated mixed media campaign was implemented. The budget was minimal and therefore all media chosen had to complement each other significantly.