Durex, the leading condom manufacturer, improved brand reach, recognition and sales in Vietnam by tapping into the 2018 World Cup to connect with its young target audience and open up public dialogue around the previously taboo subject of sexuality.
Brand: Durex Vietnam
Brand owner: Reckitt Benckiser Vietnam
Lead agency: MSL Vietnam
Contributing agencies: Performics, Buzzmetrics
Industries: Contraceptives, family planning
Media channels: Social media
Budget: Up to 500k