#1 Consumer insight: When it comes to sex invitation, the behavior itself does not exist in Chinese traditional culture and there is also no oral expression to describe it.

#2 Brand insight: Durex box is a special media, since any sentence put on a Durex box will appear to be a message with special meaning –hinting and inviting, a perfect “flirting media” for Chinese young people to express their love and desire.

We created many scenarios customers familiar with in real life. The campaign started with the “Top 11 sentences you want to say on the durex box” program, which helps the customers to associate the related channel and scene, and to express and communicate.

The campaign drives business growth successfully. The Durex personalized box’s sale increases dramatically and sales volume is very excellent beyond expectation. By 31 May 2015, more than 2000000 people have visited the Durex personalized box official website, and the exposure of the campaign in social media got more than 1.1 billion views. We achieved dramatic growth of sales with only 60% paid media expenditures. (Source: Admaster and Sociallab)