Durex - The Right Condom
Campaign: The Right Condom
Brand: Durex
Client: Durex România
Lead Agencies: Minio Studio & Zenith
Contributing Agencies: Fulg Media, Land of Web, Ceva Mărunt
Public Case Summary:
Durex started a conversation about sizes in a country where market 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 during the campaign. That means 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: Calin Ionescu, (former) Head of Accounts - Minio Studio // Laura Togui, Group Brand & Trade Mkt. Manager Personal Care South Eastern Europe - Durex // Andreea Brutaru, (former) Account Manager - Minio Studio // Ana Velea, Head of Operations - Minio Studio // Alexandru Corocea, Brand & Trade Marketing Manager Durex & Veet RO/BG - Durex // Teofan Gavriliu, (former) Art Director - Minio Studio // Diana Cireap, Media and Digital Manager - Durex // Andrei Sandu, (former) Graphic Designer – Minio Studio // Ioana Mucenic, CEO - Minio Studio // Marghit Olteanu, Senior Digital Communication Planner - Zenith // Cristiana Pana, Head of Strategy & Growth - Minio Studio // Paul Cotor, Head of Creatives - Minio Studio // Gabriel Băicoianu – Account Manager Minio Studio // Cristiana Gabor, Senior Communication Planner - Zenith // George Bonea, (former) Copywriter - Minio Studio // George Zavoianu, Performance specialist - Zenith // Ramona Gavrila, Media Client Lead - Zenith // Camelia Balinca, Media Activation Lead - Zenith // Andrei Varlan, Senior Digital Communication Planner - Zenith.
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