Durex Love is magical. It makes the world go round. And great sex is a fundamental part of it. So, sexuality isn’t something to be ashamed of – it’s something to be celebrated and enjoyed (just as long as it’s safe).
To position Durex at the heart of more modern, celebratory attitudes – in a society that’s traditionally kept sexuality hidden away – we needed to help it warm things up a little.
Working with Bollywood sex symbol Ranveer Singh, we created a dance video that celebrated great sex.
Consenting users could #DoTheRex with Ranveer Singh via our interactive microsite, which captured and recorded their own dance moves using a motion sensing game.
By partnering with major fashion, film and student bloggers, we reached over six million users at the start of the campaign. As word spread, our Twitter competition soon saw our audience enthusiastically sharing videos, gifs, images and artwork of their own dance renditions.
All this meant The Rex was being Done, long after our budget was spent.
The sweet music we made together has been watched over three million times on YouTube, with #DoTheRex reaching over 20 million people as it trended on both Facebook and Twitter. Our dedicated microsite received over one million hits in the first five days of launch, with 62% of visitors staying to get comfy with Ranveer. Media investment included the promotion of Durex’s Facebook posts, partnerships with MTV and VH1 to promote the video on their own social channels, and banners on YouTube and the Indian Premier League site.
As a result, more than 120 positive articles by top bloggers and online publishers were written, and a huge number of fans shared the video on social channels. Many of India’s most powerful social influencers soon started to #DoTheRex too. In all, we notched up 30 million impressions via social press and blogs, and created over $350k USD in earned media value. Now there’s an aphrodisiac.