The Durex 'Xerud' Campaign is Culturally Sensitive
Regan Canie — September 9, 2011 — Naughty
References: durexfu.tw & simplyzesty
After realizing condom sales in Taiwan were on a steady decline, OgilvyAction dreamed up the Durex 'Xerud' campaign. The prophylactic producers and ad agency OgilvyAction came up with a cleverly concealed way to inform users of the importance in safe member maintenance.
It was instantly obvious to Durex's research team that the Taiwanese youth became shy and easily shocked at the mention of raunchy reproductive techniques, which demanded a need for some kind of stealth sexual-health promotion. The unbranded 'Xerud' machine was placed in nightclubs and karaoke bars posing as a public soothsayer for those interested in some insight to their love and sex futures. The machine then dispenses a discrete package of rubbers along with helpful hints for conscious condom use. After already raising Durex's sales volume four percent, it's safe to say that the Durex 'Xerud' campaign will wrap up well!
It was instantly obvious to Durex's research team that the Taiwanese youth became shy and easily shocked at the mention of raunchy reproductive techniques, which demanded a need for some kind of stealth sexual-health promotion. The unbranded 'Xerud' machine was placed in nightclubs and karaoke bars posing as a public soothsayer for those interested in some insight to their love and sex futures. The machine then dispenses a discrete package of rubbers along with helpful hints for conscious condom use. After already raising Durex's sales volume four percent, it's safe to say that the Durex 'Xerud' campaign will wrap up well!
Trend Themes
1. Stealth Sexual-health Promotion - The Durex 'Xerud' campaign demonstrates the effectiveness of discreetly promoting sexual health in order to reach shy and easily shocked target audiences.
2. Condom Vending Machines - The success of the 'Xerud' machine highlights the potential for condom vending machines in nightclubs and bars as a convenient and accessible way to promote safe sex.
3. Culturally Sensitive Advertising - The Durex 'Xerud' campaign showcases the importance of adapting advertising to different cultural sensitivities in order to effectively engage target markets.
Industry Implications
1. Contraceptive Products - The Durex 'Xerud' campaign presents an opportunity for contraceptive product companies to create innovative and discreet packaging to encourage safe sex.
2. Advertising and Marketing - The success of the 'Xerud' campaign highlights the potential for advertising and marketing agencies to develop creative and culturally sensitive campaigns that target specific demographics.
3. Nightlife Entertainment - The 'Xerud' machine's placement in nightclubs and karaoke bars opens up opportunities for the nightlife entertainment industry to collaborate with sexual health campaigns and promote responsible behavior.
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