Durex: Red Head

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Released:	October 2007
Avertiser:	DUREX
Brand name:	DUREX PERFORMA CONDOM'S
Agency:	DDB Auckland
Country:	New Zealand
Category:	Toiletries & pharmaceuticals
Awards:	Young Guns 2007 Winners Young Guns 2007 Direct Mail Silver Cannes Lions 2008 Promo Bronze
Tags:	Guerilla Award show winner Longer erection Prints Condoms Part of Durex history Cannes 2008 Case study

Credits:

Type Of Entry: Product/Service
Category: Fast Moving Consumer Goods, Excluding Beverages
Title: PILLOWCASES
Advertiser/Client: SSL
Product/Service: DUREX PERFORMA CONDOMS
Entrant Company, City: DDB NEW ZEALAND, Auckland
Country: NEW ZEALAND
Sales Promotion/Advertising Agency, City: DDB NEW ZEALAND, Auckland
Country: NEW ZEALAND

Credit Details:

Name	Position	Company
Toby Talbot	Executive Creative Director	DDB
James Tucker	Art Director	DDB
Simon Vicars	Copywriter	DDB
Emmanuel Bougneres	Senior Art Director	DDB
Mike Felix	Copywriter	DDB
Jenny Travers	Account Manager	DDB
Paul Wilson	Group Account Director	DDB
Kellie Algie	Product Manager	SSL
Mat Baker	Photographer	MatBakerPhotographer

Objective:

Durex Performa condoms are designed to help men last longer in bed. Each condom contains benzocaine, a mild anaesthetic, allowing blokes the peace of mind that when they do go to bed with a woman, they'll last the distance. Durex wanted young New Zealand men to know about the launch of this amazing new product.

Development:

With this in mind we created the 'Last Longer' pillowcases, each emblazoned with the bare head and shoulders of a uniquely ugly woman striking a seductive pose. An instruction card directed guys to place the pillowcase over a pillow and lay it at the head of their bed prior to sex. The resulting impression was that this rather unappealing woman was in bed with them, and should they feel themselves prematurely close to finishing, salvation was only a short glance away. These one-of-a-kind pillowcases were distributed alongside Performa condoms at Erotica, New Zealand's biggest annual sex expo.

Relevance:

We needed to talk to sexually active males and females. What better place to do that than Erotica? Attracting over 22,000 people from around the country, the sex expo proved the perfect place to launch Performa condoms with the 'Last Longer' pillowcases. Once inside the Erotica expo, beautiful porn stars and perky breasts surrounded our target market. How were we to get the attention of blokes in such an environment? The answer was to give them the exact opposite. Amongst a sea of cosmetically enhanced beauty, the 'Last Longer' pillowcases were impossible to miss.

Outcome/Results:

The 'Last Longer' pillowcases generated nationwide media interest, and were talked about on radio, in newspapers, magazines and online. When Performa launched at the Erotica expo, projected sales were exceeded by 28%. The pillowcases proved such a hit with the guys that a second run was printed and stocked in Dvice adult stores as a continuation of the promotion.