VIRGIN DIARIES by PHD Frankfurt for Durex

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VIRGIN DIARIES

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR, Case study
Market Germany
Agency PHD Frankfurt
Released June 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: SSL HEALTHCARE / RECKITT BENCKISER
Product/Service: CONDOMS
Date of First Appearance: Jun 14 2010
Entrant Company: PHD FRANKFURT, GERMANY
General Manager: Katrin Grünmeier (PHD Germany)
Account Director: Miriam Klinge (PHD Germany)
Senior executive: Maria Voigt (PHD Germany)
Marketing Director: Hartmut Wolf (Reckitt Benckiser)
Senior Brandmanager DUREX: Ulf Pittner (SSL Healthcare)
Junior Brand Manager Durex: Nicola Nashed (SSL Healthcare)
Group Manager: Sandra Hohenstein (OMG 4CE Fuse)
Project Manager: Theresa Graf (OMG 4CE Fuse)
Managing Director: Elmar Günther (Awards only) (FILMWÄRTS Media Production)
Media placement: TV - Various Spots - VIVA - 14. June 2010
Media placement: Online - Microsite, Teaser, Superbanner - Viva.tv - 14. June 2010
Media placement: Online - Microsite - Durex Microsite - 14. June 2010
Media placement: Online - Profile + Wallpaper - Schuelervz.net - 14. June 2010

Insights, Strategy & the Idea
With a global market share of 35%, substantiate Durex‘s market leadership in condoms. However, in Germany BillyBoy condoms were No. 1 within the target group of 13-19 year olds. To drive their business, Durex challenged us to get their brands into a relevant set by imparting an easy-going, still credible brand image; supporting their launch of the “Love Box” – a reusable box including 3 condoms which looks like a candy box.
Research proved both “first time” and “contraception” are highly relevant topics with German teens, we found that they have extremely diverse knowledge regarding contraception. Most commonly for the “first timer” group is that they only want to learn about contraception from the experiences of their peers. Talking to them in an authoritarian manner would simply not work. We created a campaign that lived deeply in the teen’s world and leveraged that proximity to approach the topic of “first time”.

Creative Execution
To provide trusted guidance and position the brand in a trendy and easy-going way, we teamed with the target group’s most favored TV-format: “Virgin Diaries” – a reality TV-show following young adults as they contemplate sexuality and their own virginity.
We co-opted this highly influential format to launch a branded character in a special series of “Virgin Diaries”. Products were placed prominently on TV and online via sponsored-trailers, product integrations and editorial references all seamlessly relaying the “Love Box” promise. The special series of “Virgin Diaries” provided this audience guidance on a difficult subject - and relayed the ease of purchase and use of “Love Box” condoms. To set up a brand dialogue, we were the first brand in the “sexuality” category to partner with “SchülerVZ” the largest, target-relevant social network, and offered brand interaction (e.g. Q&A regarding sexuality and products; tips and tricks for flirting) in a playful way.

Results and Effectiveness
“Virgin Diaries” proved extremely successful in building awareness in a highly relevant environment - with aided brand awareness of Durex increased by over 15% to 81%.
70% of the target audience agreed this campaign was “excellent” or “good”.

The campaign was outstanding in delivering to the campaign objective - research showed the large majority of the target group agreed the brand was “trendy” and “trustable” which elevated Durex directly into their relevant set for contraception brands.

Most importantly, sales figures for “Love Box” exceeded client expectations by far, and overall Durex sales increased by more than 5% shortly after the campaign period.