Durex

Advertising – Case Study

Durex had a strategy to launch its new Play O lubricant products to the 25-40 female demographic using innovative creative in a TVC set to an opera soundtrack. The spot ad campaign ran in Blink’s pre-show programming throughout the hugely successful arena tour by Take That. Building on this, Blink developed an interactive opportunity in which audience members were encouraged to re-enact the ad for our roving cameras. Footage was then edited in the style of the original ad and shown on the big screens prior to Take That’s performance – to the delight (and embarrassment!) of audience members. The result was a fun, memorable campaign reaching a captured, targeted audience.

Sales of the Durex Play range reportedly grew 10.5 per cent to £25.2m, helped by the launch of Play O. Garry Watts, Durex chief executive, said: “Sales of Durex Play three years ago were zero so it’s a brand new Durex business, and Play O is an extraordinarily good product”.

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