We used a file extension as a medium to engage with our consumers, “.LUV” cannot be shared. It gets encrypted in the App's library guaranteeing the couple’s privacy:

1. Bump to connect limits the shared library between only those two devices.

2. Add filters, soundtracks and instagram-alike-editing tools are available to make the video much more interesting.

3. Any of the two parties can delete the shared file forever. Every time one is watching, the other gets a notification. If while watching the video the app recognizes another face, the video is automatically blocked.

Following our global “Durexperiments” platform, we managed to create the most successful experiment done by our brand in Russia, and with the viral growth speed, soon to be worldwide.

Our products already proved that with Durex, sex is safe, but “.LUV” just created a whole new level of safety, stating clear in people’s minds that “With Durex, sex is safe AND private”.