LET'S TALK ABOUT _____ BABY!
| Brand | DUREX ARABIA |
| Product/Service | DUREX ARABIA COMMUNITY |
| Entrant | HAVAS DIGITAL MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
| Category | Community Applications |
| Entrant Company: | HAVAS DIGITAL MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
| Advertising/Web Design Agency: | HAVAS DIGITAL MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Brief Explanation
INSIGHTS & THE IDEA
Durex wanted to enter the Lebanon market.
Sex is taboo in the Middle East and no sexual health education exists.
There is no “go to” site in Arabic that informs about STIs, techniques and contraception.
CREATIVE EXECUTION
Digitally, we created the world’s first sex information forum in Arabic.
Physically, we partnered with Marsa, the first ME health clinic based in Beirut, connecting users’ questions with answers from experts.
RESULTS
100,000 fans - 2nd largest in world
20% engagement - highest for any Durex
5,000 monthly users access the app
50 Q+A monthly between fans and experts
Credits
| Cortlan Mcmanus |
Havas Digital (Beirut) |
Social Media Director |
| Nick Whetham |
Havas Digital (Beirut) |
Digital Strategy Director |
| Asim Janjua |
Havas Digital (Beirut) |
Creative Director |
| Mustafa Alshamma |
Havas Digital (Beirut) |
Community Manager |