CLIENT: RECKITT-BENCKISER

Campaign objective

Near the summer season, the number 1 condom brands in the world  – Durex, wanted to alert the general public towards the impact of technological abusive consumption on sexual life, during holidays and also, to encourage couples to take a break from using smartphones.

Information on the campaign

Being the first brand to do this, Durex developed a study about lovers expectations about their sexual life during vacation and the potential impact that technology has on their intimacy. Even though 50% of couples expect to have a better sex activity during holidays, 60% end being disappointed because of technology. The results were completed by a social experiment during which real couples have experienced two situations: holidays without technology versus holidays with technology. The movie about this experiment called #DONOTDISTURB has offered all the couples a fascinating perspective about the effect of the break of using technology on sexual life.

Results

Do Not Disturb campaign had a large media coverage, with mentions in the most influential Romanian publications (PRO FM, Adevarul, Realitatea.net, Evenimentul Zilei, Ziare.com, Mediafax etc.), with a reach over 5 millions people. The campaing was endorsed by the most famous couple in Romanian blogosphere (Blogu` lu` Otravă & Diana Enciu – Fabulous Muses) generated over 5.000 impressions on Social Media and a reach over 200.000 people.