Since the Arab spring, the use of digital and social media has tremendously grown, and we knew that the viral potential for any kind of content has followed the same route.We created Digital Love Corp., a company selling 'virtual love, real pleasure' to anyone, simply by touching your computer screen.After selecting your partner and experiencing 'digital love', the user was actually exposed to the brand message as the main character revealed the Durex product as the safest way to have real and pleasant sex.

How to advertise condoms to the 18-34 year-olds in the Middle East where sex is taboo?

In less than 3 weeks, 2m people watched our viral video and spent on average 4 minutes with the experience, in direct contact with the brand.In terms of PR, 100+ articles were written online and 1,200 tweets were sent about the campaign. At the end of the day, the Digital Love campaign generated 17% extra business for the brand across the region.

In the Middle East, advertising condoms is banned from all public channels, whether it is TV, radio or print. Therefore we had to go through digital which offered more freedom and potential in terms of engagement.By creating this content, we knew, based on the latest figures, that it would be easily spreadable across social media, the new channels used by the brand's target audience (18-34 year-old men & women).