Durex Canada
client challenge
In an effort to become the providers of better sex, Durex Canada expanded their product line with new condoms and a line of Play lubricants and massagers. To help make consumers aware of these new products, they wanted an integrated, cohesive campaign to tie together all their product lines and get Canadians from coast to coast excited about using Durex in their sex.
solution
Our solution to build brand awareness involved flipping the script on mid-week doldrums: hello DurexHumpDay.ca!
Integrate all product lines
Offer samples and coupons
create fun content to entice return visitors
Wednesday has long been known as hump day, so we decided to spice up the midweek slump with safe and fun sex—brought to you by Durex. This nine-month long website campaign initially had radio, banner, and print ads pointing to it, and then built on users remembering to come back each
Wednesday for a fresh dose of sexy content.
results & fun facts
Unique Visits: 67,000+
Repeat Visits: 333,000+
Average length of visit: 1:49
24% of users visited 3 pages per visit
57% of users visited the site with no referral—typing it in on their own
CMA Award
Merit: New Media/Interactive