Durex - The Right Condom
Campaign: The Right Condom
Brand: Durex
Client: Reckitt Benckiser România
Lead Agencies: Zenith & Minio Studio
Contributing Agencies: Fulg Media, Land of Web, CevaMărunt
Public Case Summary:
Durex started a conversation about condom sizes, in a country where category penetration is just 5.7% and previous educational messages showed no efficiency. Using humor and a group of improv comedians, we created the first ever integrated local campaign and managed to protect an additional 1 million sex instances. That means an 8.2 % increase in Durex sales and also 3% market growth. And it seems people loved the campaign, as the engagement rate was 16 times higher than previous Durex campaigns.
Team: Laura Togui, Group Brand & Trade Marketing Manager SEE - Reckitt Benckiser Romania // Calin Ionescu, Head of Accounts - Minio Studio // Alexandru Corocea, Durex Brand Manager - Reckitt Benckiser Romania // Andreea Brutaru, Account Manager - Minio Studio // Diana Cireap, Media and digital Manager - Reckitt Benckiser Romania // Teofan Gavriliu, Art Director - Minio Studio // Marghit Olteanu, Senior Digital Communication Planner - Zenith // Ioana Mucenic, CEO - Minio Studio // Cristiana Gabor, Senior Communication Planner - Zenith // Cristiana Pana, Head of Strategy & Growth - Minio Studio // George Zavoianu, Performance specialist - Zenith // Paul Cotor, Head of Creatives - Minio Studio // Gabriel Băicoianu – Account Manager Minio Studio // George Bonea, Copywriter - Minio Studio // Andrei Sandu, Graphic Designer - Minio Studio // Ana Velea, Head of Operations - Minio Studio // Ramona Gavrila, Media Client Lead - Zenith // Camelia Balinca, Media Activation Lead - Zenith // Andrei Varlan, Senior Digital Communication Planner - Zenith.
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