2013 Winners & Shortlists

The Brief

The challenge was to create a viral campaign for Durex Condoms in the Middle East.

Describe how the promotion developed from concept to implementation

Our solution : Test the power of the imagination of consumers. The Creation : With its rather suggestive titles such as Too big for her or Cream on her face, the campaign promises a really hot content to the user who will click and play the video. But the outcome is completely different, yet has one common goal : promote safe and fun sex with Durex condoms.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results : 3.2 Million views in 20 days 30% of clics on another video of the campaign 500 tweets 100 articles More than 13,500 interactions 6 posts on the Durex Arabia Facebook page which reached 14,5% of the fans

Explain why the method of promotion was most relevant to the product or service

Contents most viewed on the internet is about sex. So we used that fact to promote safe and fun sex with Durex condoms.