2012 Winners & Shortlists

Results and Effectiveness

4.4 million views all over the world 1.8 million views from Middle-East 2.6 million views from 190 countries Average time spent on the website: 4 min 100 online articles reaching 9.3 million people 500,000 Twitter impressions Sales : +17%

Creative Execution

Dematerialize sex by creating Digital Love: an interactive experience allowing you to make love through your computer using only your mind... First, a Facebook page was created "Digital Love Arabia" : http://www.facebook.com/Digitallovearabia, and influential bloggers were invited to join the page and bring their followers. The conversations were about love and romance, and gradually became hotter to finally announce that it's all about Durex. Then, a link to the experience was posted on the Facebook page, and fans were redirected to the official Durex Arabia Facebook page: http://www.facebook.com/DurexArabia After viewing a Dailymotion video (http://www.dailymotion.com/video/xlg4ws_digital-love_tech), users are redirected to the Digital Love website (www.digital-love.org) and can experience love through their computer. After making your own digital love, you can trick your friends thanks to a face-mapping feature.

Insights, Strategy and the Idea

Durex Arabia business challenge is to become the "sex megabrand" in the Middle East, and marketing objective is to develop brand awareness and drive safe sex message among young adults (18-25 yo). The communication objective is to offer a strong digital experience by tackling a local taboo: sex. The target audience has a schizophrenic relationship with sex: local traditions are still pretty strong, yet internet offers them a window to the world and the occidental lifestyle. They start to get more autonomy regarding traditions and sexual relationships. Durex is the answer to this freedom: safe and fun sex.