Durex - "Turning safe sex into great sex"

Havas London

Havas London London, United Kingdom

22585

Brand: Durex
Country: United Kingdom

Advertiser: Reckitt Benckiser

Title	Turning safe sex into great sex
Agency	Havas London
Campaign	Durex Explore
Advertiser	Reckitt Benckiser
Brand	Durex
Date of First Broadcast/Publication	2015 / 4
Business Sector	Contraceptives & Pregnancy Tests
Tagline	#TurnOfftoTurnON
Story	Durex has always been synonymous with condoms and safe sex. It is a big, reputable and trusted brand. But it had no momentum. People used it because it’s necessary, but unfortunately, a necessary evil. Our task was to change attitudes and behaviours by making the shift from safe sex to great sex. We needed to remove taboos and give lovers the inspiration to truly enjoy sex. We’ve taken on the invasion of technology in the bedroom. For Reckitt Benckiser, we manage 15 brands across 70 markets, and our partnership is assessed by the impact we have on sales across each of those brands. For Durex, part of the Reckitt Benckiser brand’s portfolio, we’ve grown relevance by redefining product perceptions. Since we started working together, there has been a 36% increase in sex toy ownership. The journey we have gone on together went from safe sex to great sex.
Philosophy	People are obsessed with their mobile phones. They’re permanently attached to our hands. The impact of that is we’re neglecting our partners, the people who mean the most to us. We decided to first fuel this obsession by convincing people that we’d discovered something on their phones that could give them an orgasm. We actively sought out heavy tech users, the people that most needed to disconnect and got them to sign up to be beta testers. We then revealed to everyone that our big discovery was actually the off button. The campaign really struck a chord with people and made them reassess their priorities. It positioned Durex as a brand that truly championed love and lovers. From an initial set of three creative ideas, we refined the idea down to ‘Shape the Future of Showers’. An active and engaging proposition, it offered fans the chance to make a little bit of shower history by empowering them to define the future of showering through their choice of winning edition. Through three different activations in Facebook and Twitter, fans across all countries were given the chance to explore each future shower experience and vote for their favorite.
Result	#TurnOfftoTurnOn was the most watched viral ad in the world 3 weeks in a row. It also made it to the top 5 most watched CPG viral ads ever. We had 75 million views, 3.2 billion unpaid PR impressions and 3.9 billion total impressions, 80% of which were earned. It didn’t just grow brand awareness. It created stronger brand affinity and resulted in an 86% increase in purchase consideration. We doubled share of premium condoms from 8% to 16% market share. In 6 months we grew share of Durex gels at 9.3% ( against a market value growth of 5.5%).
Media Type	Case Study
Length	90 seconds
Other	Havas London
Other	ZenithOptimedia EMEA
Other	Julian Ashley
Creative Director	Mark Fairbanks
Creative Director	Alasdair Graham
Other	Sarah Sharp
Editor	Mark Aarons
Other	Gemma Hamilton
Other	Joel Williams
Other	Yelena Gaufman
Other	Michael Olaye
Other	Finn James
Director of Photography (DOP)	Jean-Noel Mustonen
Other	Amanda Newall
Other	Andy Preston
Other	David Cardona
Other	Alice Martin
Other	Mihiri Kanjirah
Other	Ainhoa Wadsworth
Other	Tony Clarke
Other	Michel Benhamou
Application Developer	Piotr Durzynski
Application Developer	Zachary Downs
	: Bongani Ndlovu
Application Developer	Jordi Narvines
Other	Fikayo Adeyefa
Other	Misko Iho
Sound	Dave Robinson (Angell Sound)
Music	Kenneth Sorensen
Post Production	The Mill London
Other	The Love Commercial Production Company