Challenge: How to transform Durex from a condom brand into a sex brand?

Insight: Even in liberal Holland people need a motive to talk about sex in a normal, social way.

Solution: So we gave them one: the best job in the world, Durex Product Tester. We tested their skills, like flexibility and ability to act in creative positions. They even got Durex business cards.

Results:

10,000 people applied for 500 jobs

503% increase in number of Facebook-fans

and market leader Durex realized a 18% sales uplift!