Durex

A fun and playful social storytelling for a success story

Social Media Strategy & Management
Trend Hunting & Real Time Marketing
Digital Storytelling

Social Monitoring & Reporting
Digital PR

 

CHALLENGE

To forge a new, fresh and spontaneous tone of voice in which to talk about sex and everything connected to it. To strengthen Durex's brand presence and its digital relationships.

STRATEGY

Creation of a 360-degree digital strategy, structured on 4 different principals and developed through a fun and playful storytelling, without forgetting the values of well-being and safety central to the brand. Enhancing perceptions of the company through relevant initiatives and partnerships, involving both online and offline users.

SOCIAL NETWORK

The first key action was to build an online brand presence and decline it with the correct tone of voice on social networks, creating empathy with the public. Once we gained the trust and the sympathy of our fan base we focused on expanding the community, engaging them through content that talked about sexuality using common metaphors and idioms, all served up in a Durex sauce.

DUREX PLAY DESIGN

On the occasion of the Salone del Mobile in Milan in 2013, the Durex Sexy Toys turned into design objects, displayed in a temporary store set up in the Tortona area. O-One took care of the digital PR and the social communication of the store's inauguration event, supporting Industree Communication Hub in the care of the creative concept.

DUREX AMBASSADOR PROGRAM

The Durex Ambassador Program stems from the need to create a community of “Durex Lovers” closely connected to the brand. The call to action was launched on social networks aimed at users whose love for the brand is so great as to warrant a shot at being its spokesperson. The Durex Brand Ambassador Program was spread on the social media and in different waves achieving excellent results: +12 thousand social content produced by the young, +60 thousand generated interactions, +600 thousand users reached on Twitter. The success of the initiative was finally celebrated during the first "Durex Ambassador Convention" in Bologna.

Stick It Out Rocco

"Stick It Out Rocco" is the campaign carried out by Durex Italy during the 2014 World Cup. To manage it, O-One partnered with Havas and Aegis Innov8 of the Dentsu Group. The videos circulated on all major social channels and were accompanied by ad hoc editorial campaigns featuring Rocco Siffredi as the protagonist engaging in a tough pledge to abstain from sex for the victory of the Italian national side. Stick It Out Rocco won first place for Best Online Advertising Campaign and the hashtag #roccotieniduro came in third place as the best national hashtag.

LOVEVILLE 2015

Loveville 2015 was the competition that chosen Italy’s most sexually active city. The aim was to celebrate the energy of love in all its forms. To do that O-One, in synergy with Industree, devised the concept and the slogan "Make love, make energy". O-One supported the launch of the competition with an ad hoc editorial campaign to arouse interest in the events proposed by Durex Italy. Among the initiatives developed to accompany the Love Championships were five parties in major Italian cities celebrating the start of the competition.Other projects included the Energy Pass Competition for which Industree and O-One created the graphic design concept and the Energy Pass claim card, an insert that Durex Italy chose to include in certain packs of their condoms, which once found allowed the purchaser a chance to win one of twenty prize trips up for grabs.