POWER OF IMAGINATION by Buzzman Dubai for Durex

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POWER OF IMAGINATION

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Industry Contraceptives & Pregnancy Tests
Media Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency Buzzman Dubai
Released January 2013

Awards

Dubai Lynx 2013
Media USE OF SOCIAL MEDIA BRONZE

Credits & Description

Client RECKITT BENCKISER
Product DUREX CONDOMS
Entrant BUZZMAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF SOCIAL MEDIA
Title: POWER OF IMAGINATION
Product/Service: DUREX CONDOMS
Entrant Company : BUZZMAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency : BUZZMAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency : BUZZMAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Name Company Position
Georges Mohammed Cherif Buzzman Ceo/Creative Director
Thomas Granger Buzzman General Manager
Regis Boulanger Buzzman Art Director
Romain Repellin Buzzman Copy Writer
Caroline Vicariot Buzzman Account Manager
Vanessa Barbel Buzzman Tv Producer/Art Buyer
Angel Diop Buzzman Tv Producer/Art Buyer
Laurent Marcus Buzzman Web Production
Julie Bourges Buzzman Web Production
Romain Goutte Buzzman Web Production
Vincent Pastorelli Buzzman Social Media
Hubert Munyazikwiye Buzzman Social Media
Thomas Schmitt Buzzman Social Media
Frenzy Film Production
Aoife Mccardle Director
Les 84 Digital Production
Results and Effectiveness:
- 3.2 million views in 20 days - 30% clickthrough rate - 500 tweets - 100 articles - More than 13,500 interactions - 6 posts on Durex Arabia's facebook page, each reaching in average 14,5% of the fan base
Creative Execution:
The Creation : Our 4 videos play with internet users imagination thanks to the thumbnails and the video titles. With its rather suggestive titles such as Too big for her or Cream on her face, the campaign promises a really hot content to the user who will click and play the video. But the outcome is completely different, yet has one common goal : promote safe and fun sex with Durex condoms.
Insights, Strategy and the Idea:
Challenge: How could we create a viral campaign for Durex Condoms in the Middle East ? Solution: The most viewed contents on the internet are about sex. So we decided to play with internet users imagination, and test the power of the imagination.