Just like the title said so, KITCHEN created an illusion to promote Durex new condom line, Performa, and gave Hong Kong’s citizen an unforgettable surprise.
Durex is launching the new Performa condom in 2013. Priced for unlocking the secret to longer-lasting sex, this new addition is said to have a “desirable” effect on men’s performance in bed.
However, sex is still a taboo topic in the city which hinders the planning of an engaging campaign.
So we came up with the “Performan” campaign.
Capitalizing on the superhero movie frenzy, a pseudo movie “Performan” is created to arouse noise on social platform. A “trailer” is published on YouTube carrying neither product nor branding element.
Supported by media like theater, MTR billboard and newspaper, the promotion follows that of a real movie campaign to whet appetite. In just one week, the trailer generates 49,000 views and immediately becomes the talk of the town. Feedbacks and curiosity about the “movie” are overwhelming on social media, with discussions about watching it in the cinema.
On launch day, a much-anticipated 12-minute micro movie is posted on YouTube, with brand logo and product shots finally tagged to it, unveiling the playful association between Performan and the benefits of Performa.
In just a week, over 110,000 netizens have viewed the movie on YouTube.
The movie gets a mention in the newspapers, magazines and web blogs. By now, “Performan” has become a phenomenon.
The campaign culminates in an interactive TV commercial inviting everybody to become “Performan”. Participating audience can interact with the TVC with the complementing Performan smartphone App and become Performan by collecting “condoms”. Those who successfully catch a condom and become Performan can win free Performa condoms.
This last stage brings in 26,000 views and over 15,000 plays. In total, “Performan” has reached a larger audience of over 330,000 combining all the trailers, movie and media articles.
The Like count across local fan base on Durex’s facebook page is up 40%. The Performan campaign succeeds in helping Durex and Performa get a head start.