Cannes Lions
HAVAS WORLDWIDE MILAN, Milan / RECKITT BENCKISER / 2015
Awards:
Overview
Entries
Credits
Description
During the World Cup Italians think only about the National Football Team and sexual activity is reduced by 40%.
Durex wants to bring Italians attention back to sex in a funny way, in line with the brand. That’s why the king of porn Rocco Siffredi was convinced to take a vow of chastity for the victory of Italy.
The Rocco Siffredi’s Vow of Chastity was launched with an OLV and became breaking news all over the world. In the 2°OLV Rocco asked for fans support launching the #roccotieniduro and an important appeal: he asked them to have sex for him too. In a few hours the #roccotieniduro became n°1 on twitter and his fans were proud to have sex for him too as emerged from comments and shares.
Every new Italian football match was linked with a video. The result was amazing. In just 10 days: more than 3.5 million of facebook interactions, 110 million of media impressions in Italy alone, more than 60 countries involved. Key PR points The project takes advantage of all the media attention on World Cup and addresses it to Durex. The king of porn vow of chastity is a high media impact news that reaches the whole world. The testimonial, not only a porn star but also a TV celebrity, reaches the entire population. The low budget OLVideos got a huge amount of earned media and social media engagement. The funny tone of the project underlines the brand playful tone of voice.
Execution
Rocco Siffredi talked about his chastity vow in a few videos launched before every match of the national team on the Durex social networks. Moreover Rocco asked his fans to be supported by making love on his behalf, but especially by commenting and sharing his videos.
These videos have been planned only on social networks, and they made possible to obtain a huge profit in terms of earned media with a very low media and production investment.
In addition, thanks to #roccotieniduro, Durex has made people talking even more on Instragram and Twitter where it became immediately a trend topic.
Outcome
Italy was out in the very early stages of the World Cup, but the campaign result has been sensational.
In only 10 days it reached more than 3,5 milion of Facebook interactions, #roccotieniduro became the number 1 hashtag on Twitter bringing the news on everyone’s lips in Italy and in more than other 60 countries.
Followers responded to Rocco’s call supporting him both on line and off line with t-shirts, banners and other initiatives. The project obtained 110 million media impressions only in Italy ensuring a great result in terms of earned media considering a very low total investment.
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