Malaysian Media Awards Winners Showcase





2019 | |

Creating our Own Festive Occasion – Turned 6th Sep to Durex Day

Advertiser: Durex
Brand: Durex
Creative Agency: -
Credits: -

The Challenges
EXTENDING REVENUE STREAMS
Promoting safe sex in Malaysia can be an uphill battle. Durex is unable to advertise on any or most forms of media due to the cultural stigma it presents; encouraging sex. Durex has managed to associate itself with Valentines Day over the years but they didn’t want to be typed as just the solution for Valentines. They wanted Malaysians to have a laugh and remember their brand on other occasions.

Insight, Strategy and the Idea
MALAYSIANS ARE GENERALLY SHY TO PURCHASE CONDOMS AT PHYSICAL STORES
Durex recognised that ecommerce could be the perfect way to encourage condom purchases. It was relatively discreet and consumers could feel anonymous while purchasing contraception online. Naturally, we link Durex to safe sex but a comment on Durex’s Facebook post sparked the thought, what if Durex could be linked to fun and liberating sex? So Durex picked 6.9 as Durex Day. It was sexy, playful and catchy.

Media Execution
1ST TIME EVER EXCLUSIVE PARTNERSHIP WITH LAZADA
Durex worked with Lazada to set up a special sale day on 6 Sept aka 6.9. There were special bundles available priced at RM69, RM169 and RM269. As this is a sensitive category, Durex and Lazada carefully chose to target those who had purchased Durex before or those who had put Durex products into their shopping carts but abandoned their purchases. And to create some awareness, they acquired a homepage banner on Lazada to drive further visits to Durex page.

Results and Effectiveness
CREATING A BIG BANG FROM 1 DAY
6.9 Durex Day was an orgasmic first time. Malaysians found it cute and shared it with their friends. Despite minimal push across any media, Durex made sales of over RM25,000 from its Lazada store on 6 September.