Insight
When Durex re-launched Performa, a condom for “longer-lasting sex”, it was obvious that it had to dial up its “desirable” effect on men’s performance in bed.
But sex is a taboo subject in Chinese culture that is rarely discussed openly in Hong Kong. PHD HK/ Kitchen had to ensure a casual talk around Durex and create a role for Durex’s Performa for HK men.
Strategy
The more PHD HK/ Kitchen thought about “longer-lasting sex”, they realised that it was a special gift that will put young men above and beyond their peers. The kind of ‘superhero’s ability’ that every man fantasizes about - Superman flies wearing his ‘cape’ on shoulder; Spiderman jumps high with his ‘mask’ on, and for HK men, they can strengthen their ‘ability’ with Perfoma.
Capitalising on the superheroes movie frenzy, the agencies personified Performa as the NEW superhero – PERFORMAN - in town to inspire HK men to discover this new super power.
Execution
A pseudo superhero movie, PERFORMAN was created and promoted just like the release of a real superhero movie. Aired as an unbranded movie trailer right before the movie launch, excitement for PERFORMAN was ubiquitous. HK men could even see it as the “upcoming movie” when browsing movie sites or 3D standees at cinema foyers.
The actual movie, 12-min microfilm on YouTube, finally revealed the secret behind the “Superpower” which anybody could be a PERFORMAN with Durex Performa.
On TV, the ‘super ability’ is within reach for every young man using Durex’s app to interact with its TVC! Those who successfully “worn” a Performa were given a trial as a reward.
Results
In just 6 weeks, PERFORMAN captivated 330,000+ views, more than the average trailers from locally launched movies. Durex’s App achieved 15,000+ plays, even though it was branded. Durex’s Facebook new fans immediately grew by 40% and more importantly, sales of Durex Performa increased by 63%. PERFORMAN not only proved its super ability to attract HK men’s interest towards Durex but also paved the way for a strong head start.