With nearly all 18 to 30 year old Danes active on online – and knowing how much young men like to brag about sex – our campaign had to be digital and social.

We wrote a job ad to seduce. We placed it on one of Denmark’s largest job portals and supported it with 'Best Ever Job' banner ads on other job portals and youth sites.

We got Denmark talking about the job via a bespoke Facebook page, and all digital activity directed eager applicants to a specially created 'Tester' website.

And on the street, we drove desire with must-have 'Tester' t-shirts and sample condom kits.

- We received 3.813 applications for 500 tester jobs (but all were welcomed with open arms and are now brand ambassadors!).

-We reached 64.329 unique visitors (7.5 % of the target audience) and received 3.626 likes on the Durex Facebook page.

- Durex received PR across Denmark’s newspapers, online, TV and Radio to the value of €94000 - 4 times the actual media budget!

- Most remarkable though was the increase in sales of Durex condoms – up a staggering 25%!