Data gathering:

The critical data insight came from demographic research indicating strong correlation between birth rate increases and major sports competitions none months earlier.

Target audience:

93% of males in MENA between the ages of 24 and 40 with football indexing highest among sports interests. Over 70% of this group keep their mobile open as a second screen while watching sport on TV.

Approach:

Become part of the Twitter conversation around football in each match with football savvy condom posts. Using the "real time" advantage of Twitter, posts landed seconds after the event to which they related.

Call to action:

Direct to purchase at souq.com for either condoms by discrete delivery of the "World Cup Celebration" pack.

The results surprised everyone. While a tiny minority of hard-line conservatives objected, the vast mass of fans loved it.

* The engagement rate smashed Twitter's benchmarks by over 900%.

* E.commerce sales rocketed by 250% over the same period a year before.

* Offline retail sales also jumped by an incredible 28%.

* The organic follower base tripled making @DurexArabia the fastest growing Durex site globally.

* All the special "World Cup Celebration" packs sold out.

* Over 14,000 more men found a new way to purchase condoms for those moments worth celebrating.

* The final result. however, will remain unknown until the birth rate figures come out after April 2019.