Durex launched a new positioning for its brand, moving in a direction of playfulness with a new look and feel and an EP (extended play) playlist in collaboration with local artists. With this, came new ideas and concepts on how to activate with precision.

Our solution was the day of celebrating love. We activated a Valentine’s day campaign in top tier night clubs introducing desire-labelled shooters at the entrance and wristbands that displayed their relationship statuses to make conversations throughout the night smoother. To add to the playfulness, the activation featured:

• Kissing booth
• Durex VIP experience
• Durex product display
• The Durex EP
• Durex prize hampers

RESULTS

• Reach 38 6 18
• Over R1m UGC value created
• 2,5x ROI created through the activations