Entertainment > Branded Entertainment

DUREX EXPLORE

HAVAS WORLDWIDE, London / RECKITT BENCKISER / 2015

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Overview

Credits

OVERVIEW

CampaignDescription

In the UK, sexual wellness brands are given restrictions to ensure messages stays relevant and age appropriate. This includes a 7:30 ex-kids restriction for the brand on TV and an 11pm watershed on 'sexual enhancement' products.

Durex was keen to use broadcast media to advertise the new site but conscious to stay within the restrictions. The film on TV was created to deliver the message of 'delivery' working with Clearcast to ensure the imagery was appropriate for a 9pm watershed. We then used an age restricted app on mobile to deliver the message of the range of sex toys.

Effectiveness

Despite a secret new found acceptability, Brits are still maintaining their traditional decorum when it comes to spilling the beans on what they get up to in the bedroom. More than a quarter say they would avoid conversations about sex toys and confided that they may have bought a sex toy earlier in life if they’d felt more comfortable to discuss it.

Durex is historically famous for condoms, so when we launched its first ever UK e-commerce site selling a new range of sex toys we knew we had to do something really different. We needed to encourage couples to have an open conversation, then inspire them to explore together.

We created the world’s first synchronised dual screen film, using cutting-edge dual screen technology. When your mobile device is pointed at the TV or screen when the advert is playing, the Durex Explore app synchronises perfectly to reveal the adverts sexy alternative view.

The TV film showed a sexy commercial featuring several couples. But on the second, personal screen (mobile or tablet), we reveal what we couldn’t show on TV; voyeuristic peeks into what the couples are up to behind closed doors.

The app also acts as a portal to the e-commerce site enabling people to buy the new range and access articles and advice from Durex’s team of experts. The campaign was executed in the UK across TV, online, mobile, print and radio.

Apart from creating a first in the industry, the campaign resulted in a 798% uplift in views to the website with exceptional sales results. Durex Brand team - RB, Tudor Turtudau, ‘We believe that our campaign unleashed the full potential of dual screen technology and we expect other brands will follow Durex’s lead soon.’

Implementation

We decided to tap into an increasing behaviour; TV viewers using their mobile devices simultaneously - ‘dual screening’, usually to watch additional online video content at the same time.

With the mobile screen quickly becoming the primary window for entertainment and communication, we brought the best of Durex into one central location as a mobile application. This included direct access to the exclusive alternative-view film, articles from Durex’s team of sex & relationship experts and access to the e-commerce site afterwards. This intimate platform allowed us to communicate with our users in a unique way.

Outcome

The campaign was a great success resulting in an amazing 798% uplift in website views with over 1.6 million visitors in just 3 months. Sales results exceeded targets in the first quarter with projected sales for the year up to £2.5 million.

As a first in the industry, networking new technology across multiple platforms including TV, online, mobile and radio, the unique campaign was a great move forward for the brand. Durex Marketing Director at RB, Mark Pearson, “The new advert is hugely exciting and it’s clear we’re pushing the boundaries of what’s possible in reaching and engaging our audience.”

Relevancy

Knowing that the majority of Brits are interested in trying sex toys but are shy to express it, we wanted to start a conversation, encouraging them to explore their sexual desires. We decided to engage our audience in an innovative way that would encourage them to do this.

The dual-screen film used broadcast media to convey the message of the new website in the UK, and delivered the more private message of how viewers can spice up their sex life on mobile. The content – one story told on two screens harnessed new technology to deliver a first in advertising – the world’s first synchronised dual screen film.

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