Durex uses specific events to create buzz marketing

Condoms brands use specific event to create buzz marketing. This is typically the case of Durex.

These events are not chosen by coincidence: initially, they do not encourage people to make love but, through humor, Durex is able to convey this message.

Here below are some examples of Durex communication campaign.

  • Earth Hour is a worldwide event launched by WWF (an NGO) and it takes place every year. Concept is simple: turn-off the lights during 1 hour from 8:30 to 9:30 pm (local times) during the last Saturday of March. For the occasion, Durex created a communication campaign with a movie and posters based on humor. Indeed, Durex proposed to take advantage of the event to both save his marriage and the planet making the Earth Hour event a “Love Hour”.

Here are three examples of their communication campaign for the Earth Hour event on Saturday March 29th.

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  • On the last Sunday of October, each year takes place the transition from British Summer Time to Greenwich Meantime in France. On the contrary, the transition from Greenwich Meantime to British Summer Time occurs on the last Sunday of March. This year, the change hour occurred on Sunday October 26th. For the occasion, Durex invites you to make love.

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  • The end of the world on December 21st. According to Maya predictions, the end of the world should have occurred on December 21st 2002. Durex considered this “event” as a marketing opportunity. This communication campaign highlighted the fact that it was a mean to end on a high note.

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  • More surprisingly, this year, Durex took part in Halloween.

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What results from all these events is Durex domination and supremacy about communication campaign. Indeed, each year, Durex sponsors events where its target does not necessarily expect it: Earth Hour; Halloween; transition to Greenwich Meantime.

Furthermore, Durex uses more and more social networks to broadcast its communication campaign. It seems consistent because one of its targets, 16-24 years old, is the generation of social networks. Incidentally, this was by browsing on Facebook on Halloween night that we found the communication campaign for Halloween described here above.

Following on from this article, we invite you to read the article that details more all the events sponsored by Durex on Facebook…events that are more or less unusual.

 

Written by L.K

Sources:

Earth hour official website

“A l’occasion de l’Earth Hour, Durex vous invite à faire l’amour”, article extrated from 20 minutes newspaper

Durex France facebook page

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