Durex DM GOLDEN TOAD by OgilvyAction Shanghai

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Industry Contraceptives & Pregnancy Tests
Media Direct marketing
Market China
Agency OgilvyAction Shanghai
Executive Creative Director Sean Sim
Creative Director Choonming Chung
Art Director Cici Cai
Copywriter Joan Zheng
Released March 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: DUREX CHINA
Product/Service: CONDOMS
Date of First Appearance: Mar 30 2009 12:00AM
Executive Creative Director: Sean Sim (Ogilvy & Mather Shanghai)
Creative Director: ChoonMing Chung (Ogilvy & Mather Shanghai)
Copywriter: Joan Zheng (Ogilvy & Mather Shanghai)
Art Director: Cici Cai (Ogilvy & Mather Shanghai)
Group Account Director: Regina Ng (Ogilvy & Mather Shanghai)
Media placement: Direct Mailer - Direct Mail - 30 March 2009

Describe the brief/objective of the direct campaign.
Even though Durex had over 60% of market share, the condom business is very competitive with local competitors dominating in the smaller retail shops in Shanghai. They are owned by typical Chinese businessmen who were usually the sole proprietors. The objective was to get them to call Durex and initiate a discussion to carry the brand on their shelves. The strategy was to harness their belief in feng shui - the ancient Chinese art & science developed over 3,000 years ago that balance the energies of the environment to assure health, wealth and good fortune - in life and in business.

Explain why the creative execution was relevant to the product or service.
Our Golden Toad was packed into a special feng shui box and delivered to selected key retailers. Upon opening the box, the targets were intrigued to find the Golden Three-Legged Toad inside but with a Durex condom in its mouth instead of the expected coin. The message was simple – Durex puts the money where our mouth is. It is well-positioned to make your business prosper and increase your profits. This was followed by a personal call by the Durex sales team to the retailers, whom responded favourably.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In China, it’s quite common for businessmen to follow the tenets of feng shui. They will go to extra-ordinary lengths to ensure success, using certain objects that could supposedly alter the energies of the environment. For Durex, we used a well-known object in the world of feng shui - the Golden Three-Legged Toad, which represents good fortune and wealth. The Toad is usually symbolised sitting on a bed of money with a coin in its mouth. It is placed at a strategic location inside a business premise, usually facing the door. The coin in the Toad’s mouth is very significant and forms the cornerstone of our idea.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The client selected the top 50 local retail convenience stores in downtown Shanghai. These were non-Durex outlets. From the campaign we received a 40% response rate – i.e. making appointments to discuss business terms with Durex. This exceeded more than double the original expectation of 20%. This showed that the campaign struck the right chord with the local Chinese businessmen. Plus it gave Durex an opportunity to demonstrate its understanding and appreciation of what is important to the local retailer and create a bond with them.