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Despite being the brand leader in a number of European markets, Durex was developing a somewhat old-fashioned image, with new consumers rejecting Durex on the grounds that: ‘this was a brand my Dad used’. Credits & Description: SUMMARYDespite being the brand leader in a number of European markets, Durex was developing a somewhat old-fashioned image, with new consumers rejecting Durex on the grounds that: ‘this was a brand my Dad used’. CAMPAIGN OBJECTIVESReverse existing brand perceptions and recruit young condom users to the brand.TARGET AUDIENCE The core audience was 18 to 24 year olds. However, the creative/media strategy should not alienate older users Philosophy/SolutionThe solution was a fully integrated advertising campaign that involved the sponsorship of MTV dance programming together with live dance events, sampling, PR, on-line and other ambient media channels. Recruiting a new and younger audience was vital to the brand’s long-term goals.CREATIVE STRATEGYApproximately 100 million sperm are released every time a man ejaculates. The line: ‘Durex. For a hundred million reasons’ was based on this simple truth. Secondly, a young male’s approach to sex is typically one dimensional and unsophisticated. This behaviour was portrayed by a bunch of equally unsophisticated but very focused sperm characters. Importantly, both sexes were able to recognise male behaviour: vanity, clumsiness, sexual drive and even premature ejaculation. Crucially, in pre-testing, the commercial was not seen as preaching safe sex. Whilst it placed Durex at the centre of the sexual act and offered a reason for using condoms, humour and a sense of the ridiculous ensured that the message did not alienate the audience.OTHER COMMUNICATIONS PROGRAMMES Television sponsorship, press and PR, event organisation/sponsorship, on-line, merchandising, sampling and corporate identity.TOTAL MARKTING EXPENDITUREUnder €5 millionMEDIA STRATEGY Every month, 20 million young Europeans go clubbing. More again are exposed to dance music and club culture in clothing, commercials, on the radio, in writing and on the screen. MTV was a natural conduit to reach this target. A programme was created which provided:• Targeted broadcast airtime presence• Brand association through sponsorship• True event marketing that allowed merchandise sampling as a way to really connect with the audience To build the dance association, Durex was the on-air sponsor of MTV ‘Dance Floor Chart’ programming across Europe. It was also taken directly to young clubbers via Durex-sponsored club nights across different European cities, including a showcase party at ‘Privilege’ in Ibiza, the world’s largest club. At live events and relevant public holidays (such as Valentine’s Day) appropriately dressed Sperm Men paraded through towns demanding that Durex be banned.
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