Due to category regulation, in China Durex are forbidden to appear on any traditional media like TV, print or radio. Yet Chinese consumers spend more time on social networking service like Weibo (China's Tweet) and WeChat (much like What's Up). Also they are not reluctant to be exposed with branded content, those which entertains them or are useful to them.

Our idea is ‘The best condom deserves your waiting.’

We made a 3 hours long video and it was about a couple literally doing nothing - just waiting for the release of Durex AiR. Then we posted it as the live countdown video on BiliBili.com where users could post live comments on screen.

Out of one million people watched the ad and 300,000 watched it until the end. Social platforms went crazy about it . We also accidentally broke the E-commerce selling speed record in the condom category in China.