Products/ experiences designed for the gaming community must be seamlessly accessible and available at one’s fingertips. Which is why Durex brought bedroom tips that promote equal pleasure directly to millions of gamers via Foreplay – a series of gaming tutorials designed to help them master the art of fingering their partners without modifying their gaming experience in any way.

We were tasked with connecting with gamers on a touchy subject like equal pleasure without sounding too preachy. Our challenge was made even bigger when research uncovered that a vast majority of people preferred gaming to sex. Which is why Durex decided to take a show not tell approach for millions of gamers to directly experience while playing their favourite games, uninterrupted.

We developed Durex Foreplay as a series of gaming tutorials designed to leverage the finger movements gamers are famous for and channel them as a way to enhance sexual pleasure amongst partners. We worked with a team of gamers and a renowned sex expert to identify controller movements that can enhance the gaming experience as well as be replicated around the endogenous areas (such as the clitoris and prostate) to provide sexual pleasure, regardless of one's gender identity or sexual orientation. All this to give gamers an advantage in both gaming and the bedroom.

We figured that the best way to talk to gamers was through media channels they frequent. Which is why new media, as opposed to traditional, was the way to go. The next step was talking to them – on a touchy subject like equal pleasure - in a language they understand. However, just talking wasn’t enough. In order to get gamers hooked, you need to make your experience seamless. Which is why Durex Foreplay was brought to millions of gamers in the form of tutorials that could be easily practiced while playing their favourite games. To keep them coming back for more, we needed to offer more, so we prepared a series of initiatives to follow our launch, such as discount coupons for those who share their successful tricks online and some personalised/unique interactions.

We settled on games that are wildly popular with gamers all over the world and released simple but sexy TikTok, Facebook and Instagram tutorials of controller moves that could also double up as excellent fingering movements – all verified by a renowned sexologist. Next, we tied up with popular local gamers and got them to try the moves, because seeing is believing.

Everyone gave our unique fingering tutorials a thumbs up. The organic posts got 76% more engagement than any other organic post we’ve ever done. We were flooded with comments from delighted, surprised and even outraged gamers – which proved that we successfully put our finger on the problem. Gamers were offered discount coupons on our products through our e-commerce website, which saw a 42% increase in visitors during the campaign. As the campaign got more traction, we established a stronger relationship with the gaming community, giving them exclusive tutorials and even, in one case, a personalised virtual racing track to a gamer who requested one in order to improve his fingering moves. All in all, we scored a big W with an awesome community who were now more willing than ever to up their sex game.