CLIENT
Durex Middle East
Imran Yousuf, Regional Marketing Director - Health
Yara Di-Hajj, Brand Manager, Durex
AGENCY
Fabio Silveira, General Manager
João Medeiros, Executive Creative Director
Justine Dib, Account Manager
Serena Abiaad, Creative Director
Alessandro Candotti, Associate Social Media Director
Adrian Mutescu, Strategy Director
Anna Sadykova, Senior Strategist
Michele DeIuliis, Senior Art Director
Nadia Karim, Art Director
Romanas Orlovas, Art Director
Mohamed Rifky, Art Director
Deanne Hofhuis, Copywriter
Christina Yepremian, Arabic Copywriter
UM MENA
Abdelnabi Alaeddine, Digital Lead
Lara Faraj, Associate Media Director
Tony Sarkis, Media Manager
SUMMARY
In the region where sex is considered a taboo, Durex didn’t break any taboos and didn’t even talk about sex, just got everyone thinking about it, every day. It inspired thousands of conversations about sex by associating itself with everyday trending topics on social and making conversations about Durex and sex as natural as the conversations about football or movies. With almost no production budget and minimal media spend, the campaign resulted in +176% e-commerce sales, 262% in ROI, 3x higher view-through-rate and 5x more e-commerce leads vs previous campaigns