Direct > Use of Media
SANDWICH
McCANN ERICKSON MANCHESTER, Manchester / SSL INTERNATIONAL CONTRACEPTION / 2008
Overview
Credits
OVERVIEW
CampaignDescription
Durex, a brand name famous for condoms, is now making vibrators. Tell people about this, in an engaging, humorous way, on a small budget.
Idea
Create a stir on the internet. Tell females that they needn’t improvise, that there is a discrete way to achieve satisfaction.
Outcome
The seeding budget was £5k. Within 3 weeks, the film had been viewed nearly half a million times. Translating into 400% of the original target; based on an online budget of just 0.1 pence per consumer interaction. (The average seeding costs usually being between 3 pence and 10 pence a view.)
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