Kelly Fung, assistant brand manager for Reckitt Benckiser Hong Kong, told Campaign Asia-Pacific that the campaign is in line with the brand's unconventional and "slightly naughty" creative executions.
The new campaign is Kitchen’s second project for the brand, after its 'Performan' mircomovie ad campaign last July.
The new 30-second TVC for Durex Real Feel condoms aired at midnight on 27 November on TVB Jade, iCable and Now TV. The product, which launched in September, is the first Polyisoprene (PI) condom launched in the Hong Kong market, according to the brand.
Alan Kan, creative partner of the agency, explained that the key product benefits of PI condoms are faster heat transfer and greater elasticity, which translates to a ‘bare skin’ experience.
"In order to deliver the product benefits in a more fun and intriguing, we use a furry bunny (毛兔) character" who backs men up in romantic situations, Kan said. "毛兔 is the pun for '無套' [which implies not wearing a condom in Cantonese], which may be a fantasy for some men when dating, while generally speaking women are more reluctant as they want safer sex to protect themselves.”
Kan added, “With a tongue-in-cheek approach, we hope to make this product more approachable and less embarrassing to be mentioned."
In addition, as lovers are often aware of their star signs, Kitchen has also created 12 viral videos, available on the brand's Facebook page, that purport to show how women from the 12 different zodiac signs react to a boyfriend making that particular request. The reactions vary according to the supposed temperaments of their star signs—from angry and scornful to akin to a schoolteacher or a princess.
Fung said digital media is a powerful engagement channel. “As we see digital as the growing media trend, so is our investment in digital marketing," Fung said. "The brand hopes the TVC could drive people to see our 12 viral videos, and by answering with a simple question, we will send customers our free product samples.”
PHD is the media broker driving the buzz for the campaign through banner ads on Yahoo and online forums like uwant.com and discuss.com. The TVC will run until January.
Campaign: Durex Real Feel Campaign - 心思思想「毛兔」?
Client: Reckitt Benckiser Hong Kong
Creative agency: The Kitchen Limited
Creative director: Alan Kan
Art director: Kulok Choi, Winsi Tse, Gary Law, Lu Ng
Copywriters: Zoe Ho, Celine Jill
Account executive: Dorothy Cheung, Lay Yeung
Film Director: Charles Cho @ Film5
Producer: Ching Bonnie Ko
Art director: Crystal Pa
DOP: Wai Tung Chiu
P.M: William Lam
Photography: Ricky Lo @ Ricky Lo Photography Studio
Post production: KIt @ Playground, YY & JJ @ YY Workshop
Music production: HAP CHEK
Media: PHD Hong Kong