Touch over the internet - Durex Fundawear

It was predicted back in 1993 in the movie "Demolition Man" (where it was also predicted with a good 20 years of advance the political career of Schwarzenegger, btw), but finally humanity caught up with its own imagination

Future!

Durex is actively working on an app and (hardware) technology that synchronizes two cellphones ("his" and "hers") with each others underwear - a touch on the screen is transmitted in real time with a stimulus to the partner's lingerie, taking the "phone sex" concept to a whole new level!

The initiative is obviously supported by the expected behind the scenes video, basic advertising and everything we may need (a dedicated channel on youtube, a deep dive on the technology used, etc).

                            http://www.durexperiment.com.au

The buzz is here already (the news got full media coverage), but what's interesting is that this kind of app may not be relegated only to a pure show off or marketing stunt from Durex, it really has the potential to at least pick the curiosity of more than one potential customer: be it because is fun, or because...it works!

As a bonus feature, the "original" virtual sex moment in pop culture, starring Sylvester Stallone and Sandra Bullock...enjoy!

Here's a cool  campaign from the market's best, Durex - a dedicated website, with all the expected social media integration, for those who want to partecipate in an artistic contest...to design the new durex box

The aims of the iniative are many: engagement, trough an explicit call to action and the social media; making the brand positioning even "younger" than it currently is; a bit of buzz and awareness on the web (the famous 15 minutes of celebrity) 

Participants and visitors as well are asked to vote, share and, potentially, win something concrete along with some recognition - in conclusion, a curious marketing mix made of social media, contests, merchandising that's sure to work...because, who wouldn't want to "see you design in bedrooms worldwide"? 

You never know - finally a MILF based ad

An old-school durex piece of advertising with no pretenses - at least it may be in-target with some market niche...

(MILF)

Other Durex-O commercials

Two more funny examples of ADs for Durex stimulating jel, Durex-O.

In case the images left you wondering, yes, the gel is still being positioned as an over the top experience, as you can see!

You MUST click for the large version of the picture to understand (and love!) this one!

No exit!

No exit (and no comments!)

That was VERY stimulant - Durex Play O

Interesting ambient marketing campaign from the master of sex-related advertising: Durex!
At last year S-EXPO (a fair with a quite explicit theme) when every brand used the same old tired formula of conventional stands and image girls to promote their new products, Durex chose to create an original installation: a bedroom that was totally destroyed after someone had sex in there using Durex Play-O, a stimulant gel.

The results?

Behold the power of the female orgasm!

Baby APP from Durex

Interesting choice of positioning for Durex - instead of scaring its (mostly) young audience with the threat of sexually transmitted disease to sell its product, it choses an unusual "menace": unvwanted pregnancy!

The idea is simple, even if not totally politically correct: are you a young boy who still wants to have fun? Then you definitely DON'T want a baby now. And to prove it, you can download the iPhone APP presented in this funny "educational" video!



The unprotected sex between the iPhones gets both of them pregnant (???) and then you can experience first hand all the problems that a baby can give - fully integrated with all the functionality of the iPhone (video, audio, even touch-based), this nuisance of an application always reminds you of Durex everytime you close it, steadiliy incresing its "top of the mind" status in the condom market!

Durex Vibrating Pool

The Durex vibrating ring 2.0: now with even stronger vibrations - a pretty straightforward message for a less than conventional product.

Durex - stimulant condom

 

Durex talks seriously when it talks about a stimulant Condom, as it proves this funny piece of advertising for its "PleasureMax" line

Durex Bunnies - Viral

A perfect example of viral spot from Durex, the indisputable leader of the sex-related viral videos, as this blog will certify in the future!

The video is funny and obscene at the right level and gained a lot of notoriety in the last few months all over the web.



...and by saying "obscene at the right level" I mean "Facebook-friendly" - without a doubt, nowadays it's up to Facebook to declare the success or the failure of a viral operation like this.

Creating a video that's perceived as too controversial may prevent a larger audience from sharing it on their wall...but humping bunnies? That's just...perfect.