2016 Winners & Shortlists

Creative Execution

We ambushed all Durex social channels & created a cyber animation look & feel of content- taking out the real skin on skin feel. We focused on sensations and natural skin on skin feeling. Next, we launched an interactive newsfeed post to reveal the Durex Real Feel condom. The screen – similar to the TVC only sketches of people and we prompted users to click on it to make it real - resembling a touch turning it to real skin until the very end. We then introduced the product with posts and the TVC and sustained it with real time activity.

Durex Arabia received over 200,000 fans and over 500,000 post engagements. Our Facebook posts reached 45% of the target audience, achieved a 7% overall engagement rate while the CPA was below the benchmark by 37.5%. The interactive newsfeed post (INF) was played 72.1K times and shared 2,000 times. Our conversation rate was 48.43% meaning 1 out of 2 people clicked on play and stayed on the INF. Our online videos generated over 70% unique reach across our target audience (18+ Males across GCC and Lebanon). VTR, CPV and video completion rate exceeded the benchmark by 54%, 50% and 12%, respectively.

The biggest barrier to condom usage is that it reduces pleasure and while there is a high awareness of condoms – 95%, only 62% use condoms. It was very important to make consumers aware of the new product Durex Real Feel – a next-generation condom that provides safety yet a natural skin-on-skin feeling – and create buzz around the product. Our approach for this campaign was to emphasize the element of “Skin” through its fundamental feature- texture & look, while showing our target audience how their intimate experience could emulate the same connection of a real touch. We also had to keep in mind regional censorship issues - the brand predominantly lives on social media. Therefore, we looked at an activation on social media that would show the enhanced experience through a comparison of the “real” skin vs. “non-real” skin - and guide our users through technology into discovering RFS (real feel sensation).