Durex - "Square"

McCann Manchester

McCann Manchester Macclesfield, Reino Unido

Prêmios

14029

Marca: Durex
País: Reino Unido

Anunciante: SSL International

Titulo	Square
Agência	McCann Manchester
Campanha	Durex Sperm. For a Hundred Million Reasons - SSL Healthcare
Anunciante	SSL International
Marca	Durex
Posted	Julho 2001
Sector Empresarial	Contraceptivos e testes de gravidez
Filosofia	The 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 brands long-term goals. CREATIVE STRATEGY Approximately 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 males 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 EXPENDITURE Under 5 million MEDIA 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 worlds largest club. At live events and relevant public holidays (such as Valentines Day) appropriately dressed Sperm Men paraded through towns demanding that Durex be banned. The durexdance.com site was promoted on the advertising and encouraged visitors to register, through a prize draw. On a city-by-city basis, the site offered information on the local dance scene. At the same time there were hyperlinks to the MTV and Durex.com sites. Content included: Global sms mobile text messaging Personalised music content Music streaming Downloads: screen savers, wallpapers, viral ad Competitions
Problema	SUMMARY 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. CAMPAIGN OBJECTIVES Reverse 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
Tipo de Mídia	Televisão
Comprimento	40 seconds
Realizador	Daniel Kleinman
Director de arte	Dave Price
Redator	Neil Lancaster
Produtor	Sarah Clemenson
Pós-produção	Smoke & Mirrors
Actor/celebridade	Dominic Cooper
Actor/celebridade	Cicely Giddings
Managing Partner	Simon Buchanan
Director de contas	Chris Lees
Director criativo	Neil Lancaster
Director criativo	Dave Price
Director de media	Mark James
PR Director	Robert Brown
Director de publicidade	Jon Gray
Director de publicidade	Mark Critchley
European Consumer Marketing Director	Jon Gray
European Marketing Controller - Durex	Mark Critchley