A pseudo superhero movie 'PERFORMAN' was created and promoted just like the release of a real superhero movie through a multiscreen approach to capture HK men’s attention!

Aired as an unbranded movie trailer on YouTube and outdoor TV networks, the excitement for 'PERFORMAN' was ubiquitous. HK men could even see it as the “upcoming movie” when browsing movie sites or from 3D standees in cinemas!

The actual movie, a 12-min microfilm on YouTube, finally revealed the secret behind the “Superpower” – anybody could be a 'PERFORMAN' with Durex Performa!

Our budding heroes could even 'interact' with 'PERFORMAN' on Durex's TV commercial using Durex’s App. Those who successfully 'wore' a Performa using their mobile phone were given a trial as a reward that was delivered straight to their homes!

In just 6 weeks, 'PERFORMAN' grossed 330,000+ views, much higher than the average trailers of locally-launched movies!

Durex’s App hit 15,000+ plays, even though it was branded! Durex’s Facebook also added new fans and grew by 40%!

But most importantly, with sales increased by 63%, 'PERFORMAN' became the all-time superhero for Durex! Truly a big opening that paved the way for a promising head start for Durex’ Performa!