Essentially virality.

But also thanks to a partnership with Dailymotion (banners, pre-rolls).

The challenge was to promote Durex lubrificants in an area which considers these products only for their functional benefits.

Brand objectives:

Increase lubes contribution from 16% to 25% (end 2013)

Drive fun loving/playful equity attribute from 35% to 40%

Drive Exciting/sexy equity attribute from 42% to 50%

Digital objectives:

Engage and entertain target audience in a clever, meaningful way

Raise awareness and educate young consumers about the usage of Durex lubricants for more “exciting” sex.

Encourage WOM and build affinity with the brand

Link campaign to sales

280 000 visits in 1 minth and 95% in the MENA area

27 000 euros earned media