With our concept centred on extending the excitement, we decided to use the electronic boards showing the time added at half time and the end of a football games to signify how much extra time the excitement will be continued. These boards were branded with the DUREX PERFORMA colours and logo. Of course, with our branding on the boards, the extra time took on the whole new meaning and relevance!

It immediately caught consumer’s attention by using very little media spend. The activation created considerable buzz and got us free publicity. The sales increased by 15%.