2014 Gold Pharmaceutical
14 May 2015
TMW
'Earth Hour #TurnOfftoTurnOn'
Client Durex- Reckitt Benckiser
How did the campaign make a difference? To promote Durex as a fun and playful brand, rather than a functional, safe one, the Turn Off to Turn On campaign talked to lovers about one of the biggest problems in modern relationships: technology.
The campaign delivered an astonishing 1.7 billion impressions worldwide – achieving its objective of getting people to #TurnOffToTurnOn.
Strategy Despite offering a full range of products aimed at promoting sexual wellbeing, most consumers perceive Durex as a functional, safe brand.
To remedy this, the campaign took a more emotional position on sex and love – changing the perception of Durex to a fun and playful brand.
Durex’s movement called on couples to realise just how their obsession with technology was leaving them totally disconnected from each other. Using Earth Hour as the platform, the brand created a series of Facebook posts and a short film to inspire change. This hour of darkness was the ideal time to call on couples to escape the screen and have fun in the dark. Durex wanted people to ‘Turn Off To Turn On’ and, by utilising platforms including Facebook, YouTube and Twitter (the very platforms we’re all so obsessed with), knew its message would be seen – and spread.
Creativity The creative aimed to create a movement to inspire change.
A series of #TurnOfftoTurnOn social posts started with facts and thought-provoking statements that encouraged users to identify with the problem of technology getting in the way of romantic connection.
The Durex fanbase was engaged on the brand’s global Facebook pages using provocative mission statements – relationship truths that would strike a universal chord with anyone who had let technology get in the way of their human relationships.
A film on Facebook, YouTube and a microsite then offered a poignant reflection on our obsessive relationship with technology and encouraged people to get involved, commit to the change and inspire people to take part during Earth Hour.
The campaign finished with the message that #TurnOffToTurnOn is a message for everyday and not just for one day.
Results The campaign reached an incredible global audience.
On the Durex UK Facebook page alone the total reach was 20,194,840 – with 403,095 being organic reach. The campaign gained 81,535 ‘Likes’, 10,824 comments and 27,208 shares.
#TurnOfftoTurnOn was launched in 23 different languages across 56 countries. In just two weeks the film had a combined total of 63 million views – topping the viral video charts. With over 270 million engagements, the campaign caught the attention of the industry and global media. There were 470 million PR impressions from TV, radio and press – and a very grand total of more than 1.7 billion impressions from all over the world.
Team Gareth James - Chief Creative Officer, Tom Harman - Associate Creative Director, Marcus Aitman - Art Director, Laura Parker - Copywriter, Bea Maggipinto - Designer, Gavin Day - Designer, Mike Phillips - Senior Planner, Rob Carter - Business Director, Michael Wells - Senior Account Director, Marlen Lutter - Project Manager, Jonny Hough - Project Manager, Sophie Mindell - Community Manager, Caroline O'Donoghue - Community Manager, Millie Graham-Campbell - Agency Producer, Charlie Phillips - Director, Max Yeoman - Producer, Ben Rogers - Colourist, Tristram Giff - Film Editor, Dennis Madden - Director of Photography
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