A DJ plays ‘Let’s Get It On’ by Marvin Gaye at different speeds on separate pieces of vinyl (1 representing a male, the other a female) then brings them in sync together as a metaphor for how Durex Performax Intense speeds the man up and slows the woman down.

Within 2 weeks of being live the Vinyl Film reached nearly 3m views on YouTube. Alongside this, its mentions on Twitter reached over 300,000 people and the content was embedded into over 29,000 sites, reaching an audience of 1.3m. Within 3 weeks the campaign hit the KPIs set of reaching 100,000 UK fans - well in advance of the 6 month target - and hit 3m views on YouTube. And within 5 weeks, Performax Intense saw a 220% increase in sales with a halo effect of a 71% increase in ‘Performance’ condoms across the Durex brand as a whole.

Studies told us that there was a climax gap between men and women that needs to be bridged and a desire for couples to be more ‘in sync’ sexually. Through TV we explained how Durex Performax Intense bridges this gap and brings couples more in sync. Through social media and digital channels we got to extend our relationship with these couples. All online activity targeted couples and challenged them to see how in sync they were. This we were able to do with a Facebook game, which couples could play live to test just how in sync they were.Within 2 weeks of being live the Vinyl Film reached nearly 3m views on YouTube.