Developed by Havas Worldwide Sydney, the campaign aims to encourage consumer engagement and create an image for Durex that encapsulates what sexual freedom, adventure, enthusiasm, and originality mean to Australian youth.
The campaign, however, has received extensive worldwide coverage. Since it launched five days ago, the campaign has drawn more than 4 million users to the video content, more than 5,000 blog posts and 20,000 tweets, according to the agency.
In Australia, Durex has low awareness with only 35 per cent of young Aussies mentioning the brand when asked to name condom brands in Australia.
Steve Coll, executive creative director of Havas Worldwide Sydney, told Campaign Asia-Pacific that the ‘Durexperiment’ campaign aims to help Durex reposition itself as an innovative brand and start a social-media conversation with consumers.
The campaign features a ‘Durexperiment’ Facebook page with exclusive interviews on the fashion, technology and sociological implications of Fundawear, encouraging people to experiment with different ways of enjoying great sex.
A series of sexy, provocative YouTube films show a 'live trial' of Fundawear and the stories behind the fashion and technology of the underwear.
As an innovative approach to sex, Fundawear allows couples to touch, tease, tickle and tantalise through Skype and social media even when they’re apart, according to the brand.
Havas worked with Snepo Technologies and fashion designer Billie Whitehouse to create the garments, the technology and a smartphone app that allows them to seamlessly communicate the sensation of touch.
The Fundawear app is available on iOS but can be released onto Android and other smartphone platforms in the future.
Fundawear, as the first step of the on-going campaign, is currently a fully functional working prototype, with further development plans said to depend on public interest.
Havas WW Australia Team
Executive creative director Steve Coll
Copywriter Jack Nunn
Digital creative director Jay Morgan
Digital art director William Brown
Brand strategist/group account director Manuella Perche
Brand strategist/senior account manager Nicole Dongara
Creative group head Chris Johnson
Creative services director Warrick Nicholson
Digital project director Jeronimo De Leon
Senior TV producer Ros Payne
Head of design Darren Cole
Designer Nic Adamovich
Client and Brand
Marketing director Christopher Tedesco
Category manager Alix Russell
Brand manager Kelly Benton
Designer Billie Whitehouse
Tech director Ben Moir, Snepo Technologies
Director Nick Hayden, Finch
Momentum Debbie Cockle
Director Kim McKay, Klick
Community manager Margarita Peker, Klick