For the gaming community, gaming tutorials are the holy grail. Gamers spend hours and hours learning tricks and movements to get the best out of games. Durex Foreplay is a series of gaming tutorials created by a team of gamers and a renowned sex

expert to help gamers get better at their favourite games, but most importantly, get better in the bedroom during sex. The tutorials were designed for social media with a familiar gaming aesthetic.

The brief was simple: how do we connect with this new generation? But this simple brief became a real challenge when recent research uncovered an alarming fact: this generation prefers gaming over sex. Since the gaming community is such a passionate one, to talk to them about something they’re not interested in, we needed to infiltrate their world. Our main objective was to put sex back on their radar and make the Durex brand fun, entertaining and relevant for gamers.

We developed Durex Foreplay, a series of gaming tutorials designed to leverage the finger movements gamers are famous for to enhance sexual pleasure. 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.

The wonderful thing about gamers is their desire to keep improving. In fact, looking at tutorials and walkthroughs is a way of life for even the most rookie gamer. So we figured that if we released gaming tutorials that double up as fingering moves on social platforms gamers frequent, we could be on to something. We also knew that to get to them, 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.