{"id":51,"date":"2013-12-19T10:48:39","date_gmt":"2013-12-19T10:48:39","guid":{"rendered":"http:\/\/www.kitchen-digital.com\/?p=51"},"modified":"2016-05-10T10:21:04","modified_gmt":"2016-05-10T10:21:04","slug":"its-a-movie-its-performan-its-performa","status":"publish","type":"post","link":"https:\/\/www.kitchen-digital.com\/?p=51","title":{"rendered":"It\u2019s a movie. It\u2019s Performan. It\u2019s Performa!"},"content":{"rendered":"<div style=\"padding-bottom:20px; padding-top:10px;\" class=\"hupso-share-buttons\"><!-- Hupso Share Buttons - http:\/\/www.hupso.com\/share\/ --><a class=\"hupso_counters\" href=\"http:\/\/www.hupso.com\/share\/\"><img decoding=\"async\" src=\"https:\/\/static.hupso.com\/share\/buttons\/dot.png\" style=\"border:0px; padding-top:2px; float:left;\" alt=\"Share Button\"\/><\/a><script type=\"text\/javascript\">var hupso_services_c=new Array(\"twitter\",\"facebook_like\",\"facebook_send\",\"google\",\"pinterest\");var hupso_counters_lang = \"en_US\";var hupso_image_folder_url = \"\";var hupso_url_c=\"\";var hupso_title_c=\"It\u2019s a movie. It\u2019s Performan. It\u2019s Performa!\";<\/script><script type=\"text\/javascript\" src=\"https:\/\/static.hupso.com\/share\/js\/counters.js\"><\/script><!-- Hupso Share Buttons --><\/div><p>Just like the title said so, KITCHEN created an illusion to promote Durex new condom line, Performa, and gave Hong Kong\u2019s citizen an unforgettable surprise.<\/p>\n<p>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 \u201cdesirable\u201d effect on men\u2019s performance in bed.<\/p>\n<p>However, sex is still a taboo topic in the city which hinders the planning of an engaging campaign.<\/p>\n<p>So we came up with the \u201cPerforman\u201d campaign.<\/p>\n<p>Capitalizing on the superhero movie frenzy, a pseudo movie \u201cPerforman\u201d is created to arouse noise on social platform. A \u201ctrailer\u201d is published on YouTube carrying neither product nor branding element.<\/p>\n<p>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 \u201cmovie\u201d are overwhelming on social media, with discussions about watching it in the cinema.<\/p>\n<p>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.<\/p>\n<p>In just a week, <strong>over 110,000 netizens<\/strong> have viewed the movie on YouTube.<\/p>\n<p>The movie gets a mention in the newspapers, magazines and web blogs. By now, \u201cPerforman\u201d has become a phenomenon.<\/p>\n<p>The campaign culminates in an interactive TV commercial inviting everybody to become \u201cPerforman\u201d. Participating audience can interact with the TVC with the complementing Performan smartphone App and become Performan by collecting \u201ccondoms\u201d. Those who successfully catch a condom and become Performan can win free Performa condoms.<\/p>\n<p>This last stage brings in <strong>26,000 views<\/strong> and <strong>over 15,000 plays<\/strong>. In total, \u201cPerforman\u201d has reached a larger audience of <strong>over 330,000 combining all the trailers, movie and media articles<\/strong>.<\/p>\n<p>The Like count across local fan base on Durex\u2019s facebook page is up 40%. The Performan campaign succeeds in helping Durex and Performa get a head start.<\/p>\n<p><a title=\"Durex Performa -\u300a \u6301\u529b\u5947\u4fe0 Performan \u300b\u8db3\u672c\u7248\" href=\"https:\/\/www.youtube.com\/watch?v=aBrg62cxoTk\" target=\"_blank\"><span style=\"text-decoration: underline;\">Click here<\/span> <\/a>to unveil the super power of Performan microfilm.\u00a0Also,\u00a0<span style=\"text-decoration: underline;\"><a title=\"Durex Performa - \u6301\u529b\u5947\u4fe0 Performan (Promotional Campaign)\" href=\"https:\/\/www.youtube.com\/watch?v=OQyataDBdBU\" target=\"_blank\">Performan case study\u00a0video<\/a><\/span> is ready for you too. Check out now!<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=aBrg62cxoTk\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-96\" alt=\"work_durex_content\" src=\"http:\/\/192.168.0.233\/kitchen_wp\/wp-content\/uploads\/2013\/12\/work_durex_content.jpg\" width=\"615\" height=\"815\" srcset=\"https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2013\/12\/work_durex_content.jpg 615w, https:\/\/www.kitchen-digital.com\/wp-content\/uploads\/2013\/12\/work_durex_content-226x300.jpg 226w\" sizes=\"auto, (max-width: 615px) 100vw, 615px\" \/><\/a><\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/aBrg62cxoTk?rel=0\" height=\"346\" width=\"615\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/OQyataDBdBU\" height=\"346\" width=\"615\" allowfullscreen=\"\" frameborder=\"0\"><\/iframe><\/p>\n<div style=\"padding-bottom:20px; padding-top:10px;\" class=\"hupso-share-buttons\"><!-- Hupso Share Buttons - http:\/\/www.hupso.com\/share\/ --><a class=\"hupso_counters\" href=\"http:\/\/www.hupso.com\/share\/\"><img decoding=\"async\" src=\"https:\/\/static.hupso.com\/share\/buttons\/dot.png\" style=\"border:0px; padding-top:2px; float:left;\" alt=\"Share Button\"\/><\/a><script type=\"text\/javascript\">var hupso_services_c=new Array(\"twitter\",\"facebook_like\",\"facebook_send\",\"google\",\"pinterest\");var hupso_counters_lang = \"en_US\";var hupso_image_folder_url = \"\";var hupso_url_c=\"\";var hupso_title_c=\"It\u2019s a movie. It\u2019s Performan. It\u2019s Performa!\";<\/script><script type=\"text\/javascript\" src=\"https:\/\/static.hupso.com\/share\/js\/counters.js\"><\/script><!-- Hupso Share Buttons --><\/div>","protected":false},"excerpt":{"rendered":"<p>Just like the title said so, KITCHEN created an illusion to promote Durex new condom line, Performa, and gave Hong Kong\u2019s 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 \u201cdesirable\u201d effect on men\u2019s performance<a class=\"moretag\" href=\"https:\/\/www.kitchen-digital.com\/?p=51\" title=\"Read more\" target=\"_self\"> &rarr;<\/a><\/p>\n","protected":false},"author":1,"featured_media":93,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,86],"tags":[22,8,10,33,67,17,65,68,66],"class_list":["post-51","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-projects","category-tech","tag-campaign","tag-campaignsite","tag-durex","tag-interactive","tag-microfilm","tag-mobileapp","tag-performa","tag-performan","tag-trailer"],"_links":{"self":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts\/51","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=51"}],"version-history":[{"count":9,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts\/51\/revisions"}],"predecessor-version":[{"id":510,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/posts\/51\/revisions\/510"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=\/wp\/v2\/media\/93"}],"wp:attachment":[{"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=51"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=51"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kitchen-digital.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=51"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}