Durex – The Right Condom

Durex – The Right Condom Information Public Case Summary Team Campaign: The Right CondomBrand: DurexClient: Reckitt Benckiser RomâniaLead Agencies: Zenith & Minio StudioContributing 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. Creative Reel Images of Creative Work FB Image FB Carousel FB Cover GSP full cover back to winners