Durex wanted to reposition itself in the South African market from more health-focused towards injecting itself into the music and cultural scene in the country in order to drive stronger resonance and behavior change amongst the youth. We decided to launch the new Durex positioning at Ultra Music Festival in Johannesburg the largest music festival of its kind in South Africa. We took inspiration from the pop-air museum in Paris and brought it to life with the Durex Bubble Zone. We created a theme park like no other, featuring the Durex play zone. The play zone created a space for safe connections and engaging curiosity by enabling people to enjoy their connections over music more safely.

To add to the playfulness, the activation featured:

• The Durex bubble zone
• The Durex play zone
• The Durex playroom
• The relationship status stamp station
• The Durex photo zone

RESULTS

• Massive Success. ROI was 5.5x spend
• Durex trended with Massive UGC on TikTok
• Direct reach: 60 000
• Successful repositioning and engagement of the brand