— PROJECT
Speak with pleasure
— CLIENT
Durex lubes
— ROLE
Creative Director
Copywriter
Sex is a taboo topic in the post-Soviet states. People are too shy to talk about it, even with their partners.
To change the situation and help people derive more pleasure with our gels, we decided to start by teaching them how to talk about it. We launched the 'Speak with Pleasure' campaign, starting from the beginning with the 'Alphabet of pleasure' videos, explaining the basics of sex.
O is for orgasm, F is for fetish, you got the idea.
Next, we adapted the content for social media, featuring one of our products and the results of our survey — '9 out of 10 agree — sex with gel is better'. We strategically targeted the videos based on the demographic traits and individual needs.
We extended our campaign through the Durex VK app, providing a platform for couples to openly discuss sex without feeling awkward
We enriched the platform with valuable content from sex experts and bloggers. And created the Match game, where with just one link, you could share your desires with your partner.
Handcuffs. Shall we play cops and robbers?
The results were terrific: we reached 96% of the TA, sales grew by 7,3 (YoY), and more than 200 000 shared their secret desires.
But we went even further and, to achieve maximum awareness, did something unprecedented for a pharmaceutical brand — published a physical A-Z of sex.
Results
96%
target audience reach increase
201K
- users interactions with the brand content
23K
- users became real fans of our game
13M
discovered more about diverse sex with our gels
CREDITS
AILOVE
Elena Budrina Creative Director
Kir Pavlykevich Creator
Maria Bashkova Art Director
Roman Vlasenko Strategist
Ekaterina Erygina Senior Content Producer
AWARDS
Ad Black Sea Shortlisted
Tagline awards 3 gold, 2 bronze
Effie Russia Shortlisted x 2
Golden Drum Shortlisted