DUREX Middle East Excites your Mind
Dubai, September 9th, 2012 - After offering you real virtual sex last October with Digital Love and testing your imagination with 4 witty viral films in April, Durex Middle East asked Buzzman, its digital agency, to build an innovative experience promoting its range of lubricants, Durex Play.
Capitalizing on the previous success, Buzzman and Durex have deliberately produced this campaign in a fun and entertaining atmosphere in order to educate people to this range of pleasure-oriented products. Based on the PLAY MORE baseline, Buzzman has decided to associate the use of lubes and the traditional games of sliding puzzles to immerge the fan in a unique digital experience, hosted on Dailymotion.
The mechanic is simple: the user must resolve the puzzle by making the video pieces slide to restore it and launch a sexy and funny piece of video content.
Durex Play Game
The 3 « sliding puzzle videos » promote specific values: the warmth for Durex Play Heat, the exotism for Pina Colada and the chills for Tingle.
On a much more taboo subject than condoms Durex continues, through Buzzman, the work started in 2011 to open the Middle-East on sensitive subjects and issues.
Buzzman also handles the social media presence of Durex in the Middle-East on Facebook, Twitter and Google+ in order to normalize the category and to educate the target audience. The fan page counts now 150 000 fans (in the Middle-East Top 20) with a record engagement rate of 7%.
Durex Play Game
CREDITS
Advertiser: Durex
Marketing Manager : Aurélie Avogadri
Senior Brand Manager : Adil Zgahoui
Agency: BUZZMAN
- CEO and Creative Director: Georges Mohammed-Cherif
- General Manager : Thomas Granger
- Account Managers : Julien Levilain, Chloé Crémois
- Strategic Planner: Renaud Berthe
- Art Directors: Louis Audard
- Copywriters : Tristan Daltroff
- TV Producer and Art Buyers : Vanessa Barbel, Audrey Dupuis
- Digital Production : Laurent Marcus, Julie Bourges, Romain Goutte
- Social Media : Hubert Munyazikwiye, Thomas Schmitt
- TV Production : Les 84 Films
- Digital Production : Les 84
Durex Play Game
About Durex
DUREX is notably a condoms brand, which is part of the Reckitt Benckiser group. The brand has always been promoting the use of condoms by dispatching free samples and raising consciousness about STDs. This mission has to happen worldwide.
About BUZZMAN
BUZZMAN, “Best international Small Agency” by Advertising Age in July 2011, is an advertising agency specialized in creation and production of innovative concepts. BUZZMAN’s other clients include Microsoft, Virgin Radio, MTV, Nokia, Unilever, 1664 and AXA.
