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#TurnOffToTurnOn

Client: Reckitt Benckiser
Brand: Durex

Turning safe sex into great sex

Durex has always been synonymous with condoms and safe sex. It is a big, reputable and trusted brand. But it had no momentum. People used it because it’s necessary, but unfortunately, a necessary evil. Our task was to change attitudes and behaviours by making the shift from safe sex to great sex. We needed to remove taboos and give lovers the inspiration to truly enjoy sex.

We’ve taken on the invasion of technology in the bedroom.

People are obsessed with their mobile phones. They’re permanently attached to our hands. The impact of that is we’re neglecting our partners, the people who mean the most to us.
We decided to first fuel this obsession by convincing people that we’d discovered something on their phones that could give them an orgasm. We actively sought out heavy tech users, the people that most needed to disconnect and got them to sign up to be beta testers.

We then revealed to everyone that our big discovery was actually the off button. The campaign really struck a chord with people and made them reassess their priorities. It positioned Durex as a brand that truly championed love and lovers.

Results

#TurnOfftoTurnOn was the most watched viral ad in the world 3 weeks in a row. It also made it to the top 5 most watched CPG viral ads ever.

We had 75 million views, 3.2 billion unpaid PR impressions and 3.9 billion total impressions, 80% of which were earned. It didn’t just grow brand awareness. It created stronger brand affinity and resulted in an 86% increase in purchase consideration.

We doubled share of premium condoms from 8% to 16% market share.

In 6 months we grew share of Durex gels at 9.3% (against a market value growth of 5.5%).

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