Durex’s mission is to keep people safe from sexual diseases. Twitter communication is based on that mission. However that doesn’t change the fact even if you’re an expert on protection, you still make sure you protect yourself every day. If you don’t, you get harmed. Getting our Twitter page hacked was the most challenging project we could imagine doing on Twitter. Creating a hacker persona who interacts with users in a flawless way to reach real time conversation was our strong and original part. Whole page management was according to users’ wishes and only a bit of communication was pre-determined.

This so-called scandal met with great interest among Twitter users. With great interest, came the Twitter mentions… Durex Turkey Twitter account gained a 32% follower increase in one day with a little if any budget. Fake scandal was also reported by mainstream news web sites, alternative sharing platforms and forums. When the right time came, truth revealed with campaign message. “We haven’t protected ourselves for one day and look what happened.” Organic case studies of campaign featured in Turkey’s biggest web sites. Most importantly, we raised awareness against AIDS among Turkish people by showing the effect of a diurnal neglectfulness.