First we asked ourselves, why do people buy condoms? That wasn’t hard to answer: kid prevention. So then we moved on to a slightly tougher question. What’s the 1 thing consumers need to know about our brand? The answer: we’re the thinnest, most sensitive condoms on the market. We let you feel everything, except the joys of fatherhood.

With a message this simple, we didn’t want the implementation to get in the way, so we kept our palette clean with a seamless white background. And we kept our user interface tight by driving the users directly to our retail partner sites.

The campaign, which ran for about 3 months, delivered 12.1m total impressions and exceeded key industry performance benchmarks for in-banner videos.Interaction rate 10.2% higherAverage interaction time 38.2% higherClick-through rate to retail partner sites 66.6% higherThe 4 retailers featured in the ad unit each received a similar share of the click-throughs to purchase the product on their websites.At the completion of the campaign, the video generated over 92,000 views on YouTube, increasing (without advertising support) 62% to over 149,000 views.

Benchmark source: PointRoll 2011 Video Benchmarks