With no ATL support and a very small media budget Durex was looking for a way to reach and convert ten African markets, seven of which were new. And if that wasn’t challenging enough, getting Africans to buy Durex products is hard. Free condoms are readily available and Africans are generally very conservative about sex. We had to inspire our three existing Facebook communities to reach out to new markets and positively encourage them to use Durex. How did we do it?
We made sex a national sport and challenged Africans to compete for their country in ‘The Big O’.
