Durex Celebrations

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CULTURAL CONTEXT
In the Middle East, contraceptives can only be advertised on highly-regulated social media channels,
and any mention of sex can provoke powerful negative reactions.
The same region was going to be
captivated by the 2018 FIFA World Cup, because for the first time ever
4
Middle Eastern teams would be playing Egypt, Morocco, Tunisia and Saudi Arabia.

OPPORTUNITY
Countries playing in major sporting events tend to experience baby booms nine months later,
as
fans tend to celebrate their teams, victories with sex.
From the first match to the last whistle, we turned every game into a reason to have sex.

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Beyond the match wins, fans were encouraged to “celebrate” the losses, draws, red cards, unforgettable goals and more. From the first game to the final, we were able to hijack the Twitter conversation during every match with cheeky new names for our condoms.
Planned posts that celebrated expected moments and tactical posts created on the fly during the games became reasons tocelebratewith Durex. Partnering with the regions biggest ecommerce site then allowed us to drive themed Durex bundles for discreet purchase and delivery with every post.

Some of my favorite posts:

THE BOMBSHELL_TW_eng THE CROATIAHAHAHA_ENG_TW THE EARLY SHOWER_TW_eng THE EQUALISER_TW_eng THE EXTENDER_TW_eng THE HAT-TRICK_TW_eng THE HOME ADVANTAGE_TW_eng THE IKEA The tea bag THE UNDERDOG_TW_eng

https://twitter.com/durexarabia?lang=en

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RESULTS
While hard-line conservatives were an ever-present factor, the majority of our market loved it:
The engagement rate smashed Twitter benchmarks by over 900% in Saudi Arabia.
– A cost per engagement at 90% below the average.
A 128% increase in organic followership generated over 10 000 sales leads.
– Durex was one of the most talked-about brands on Twitter in the region
during the World Cup period, with no official sponsorship whatsoever.

The most important result though?
Well only know that 9 months after the final.