Within two weeks of being live the Vinyl Film reached nearly 3m views on YouTube. Alongside this, its mentions on Twitter reached over 300,000 people and the content was embedded into over 29k sites, reaching an audience of 1.3m.

Within 3 weeks the campaign hit the KPIs set of reaching 100,000 UK fans well in advance of the 6 month target and hit 3m views on YouTube.And within 5 weeks, Performax Intense saw a 220% increase in sales with a halo effect of a 71% increase in ‘Performance’ condoms across the Durex brand as a whole.

Studies told us that there was a climax gap between men and women that needs to be bridged and a desire for couples to be more ‘in sync’ sexually. Through TV we explained how Durex Performax Intense bridges this gap and brings couples more in sync. Through social media and digital channels we got to extend our relationship with these couples. All online activity targeted couples and challenged them to see how in sync they were. This we were able to do with a Facebook game, which couples could play live to test just how in sync they were.

To deliver a campaign to launch the Performax Intense product innovation globally, adding £15m in value to the Durex business within one year.Couples in their thirties (as young as 25, as old as 45) who have been dating for a little while and use condoms. They’re starting to get more comfortable with each other sexually. They’re past the initial “everything you do is great” phase and are really figuring out how well they fit. They view condoms as a bit of a necessary evil that interrupts the moment.Sadly, it doesn’t always happen for both. Men and women are built differently. On average it takes men 7 minutes to climax. It takes women 20.The In Sync idea tapped into a cultural truth, telling a clear and succinct product story in the brands tone.