Celebrating Creativity #69 – Durex

Durex Experiential Sampling Campaign When a sampling campaign is not going well, how will you get your product on the hands of consumers? Durex faced a difficult task in trying to promote safe-sex awareness in Taiwan and distribute samples to a nation which does not publicly embrace sex and all that comes with it.

Agency Ogilvy met this challenge by cleverly looking into the popular Taiwanese cultural tradition of visits to fortune-tellers to hear ones fate in wealth, health and most importantly – love.

With this insight, they created the Xerud, a lover’s fortune sampling machine which was placed in bars and clubs to target a young crowd. When interacting with the Xerud booth, consumers could hear predictions of love and relationships and to top it off – receive a free Durex product sample.

Check out the results on the video below. Very smart and fun experiential campaign which also engaged with local culture to market a controversial product in a sympathetic, discreet and effective way! What are your thoughts? Tweet us @hotcow!

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