
Come Together
Durex
Issue 1 | July 2008
Agency
DDB New Zealand
Creative Team
Clara McLaurin - Creative;Mike Felix - Creative
Production Team
Paul Catmur - Executive Creative Director; Mike Davison - Head of Art; Gordon Moir - Retouching
Other Credits
Victoria Potter - Client Company;Jenny Travers - Account Manager
Date
January 2006
Background
The Big Day Out (BDO) is the most talked about annual music event in New Zealand, attracting over 40,000 people. Durex gave DDB New Zealand NZ$7,000 to create a strong presence there and get young people talking about and using their products.
Idea
You can’t use condoms on your own, so DDB New Zealand decided to do a little matchmaking. Everyone was given a lanyard (neck tag) displaying a number and told to find the person of the opposite sex with the same number. Guys were given blue ones, girls pink ones. A NZ$5,000 prize was on offer for one lucky couple. 40,000 tags were given out. Thousands of condom and lube samples were also handed out, just in case, as well as other branded giveaways.
Results
Media coverage included national TV stations, newspapers, websites and magazines. Sales increased 35% from the same time last year. A NZ Herald survey said the Durex brand had the greatest impact at the event. Durex want to do it again next year.
Target Audience
The Big Day Out crowd (18 to 25year-olds)
Size
40,000 lanyards (neck tags)