To raise awareness of Durex’s new Ultra Thin Feel condoms by engaging the brand’s target audience online.
The Intensely Close online campaign takes the form of two short, sexy films – each demonstrating a benefit of the closeness achieved using Durex’s latest latex offering.
The first, Car Parking Climax, shows a young couple reversing their car into an incredibly tight parking space – aided by a rather erotic reverse parking sensor. As they get closer and closer, the ‘pleasure beeps’ increase until they reach a screaming climax as the car comes to a halt – intensely close to the car behind. The film ends with the line “The closer we get, the more intense it feels.”
The second video, ECG, shows the spikes of a heart rate monitor morph into a silhouette of a couple in varying sexual positions. As the passion intensifies their heart rates increase, until the ECG monitor is brought crashing to the ground… The film ends with the line “The closer we get, the more our hearts race.”
Both films feature on Durex’s YouTube channel and drive viewers to the brand’s Facebook page. The Car Parking Climax video also benefits from additional seeding across the web.
- 100,000 YouTube views in the first few weeks
- 76% video completion rate
The films had to be suitable for general viewing, but still titillating enough to keep people watching. With impressive video completion rates of 76%, and no complaints (yet) - it seems we got the balance just right.DAVE WILLISSenior Copywriter