Create an activation platform that drives brand re-evaluation and has an inherent link to the benefit of Durex’s Ultra Thin Feel condoms.
We created a series of intimate gigs in order to bring music fans closer to up-and-coming bands. The gigs, called ‘Intimate Sessions’, were spread out across the UK and included performances by artists such as AlunaGeorge, Wretch 32, Little Comets and Tribes. We drove promotion for the gigs through an integrated campaign, including a website, advertising with media partners NME, Spotify and MSN, social media activity on the brand’s Facebook page, a blogger outreach programme and an in-store promotion in Boots. All activity drove consumers to the Intimate Sessions website to register for their chance to win tickets to the gigs. The performances were also filmed and promoted on the campaign website and NME’s video player.
The idea behind Intimate Sessions is to extend intimacy beyond the bedroom to other areas of life, and what better place to start than with a great music experience.
The gigs have been very successful at building the association between Durex and music and raising brand awareness amongst 18-24 year olds.