Durex: The Big O

Durex, a condom brand, launched a social media campaign across Africa to increase brand awareness.

Campaign details

Brand: DurexLead agency: Havas BoondoggleRegion: EMEA

Objectives

Durex was looking for a way to reach and convert ten African markets, most of which had never even heard of Durex but only with enough budget to reach one or two markets. To make things harder, getting Africans to buy condoms is difficult. Clinics hand them out for free and being quite conservative about sex, most don't want to be seen buying them.

Target audience

Our target audience was African males between the ages of 21 – 40. In particular, we targeted those who had...

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