Durex is inviting people to show some really public displays of affection.
The condom brand launched #EmbracethePDA, a campaign that invites couples to share photos showing off their affection for a chance to be featured on a “kiss cam” at Toronto’s Yonge-Dundas Square. The campaign, which runs until Sept. 15, promotes the new Durex Lovers Embrace Pleasure Gels.
“Our target is constantly connecting and sharing their lives through social media,” said Yvonne Chan, brand manager at Durex (RB Canada). “We’re not asking them to do anything that they’re not already doing, which was the key insight into the development of the strategy. It’s easy, it’s fun, and the result is an amplified extension of what has become a day to day norm for them.”
By showing couples on the kiss cam, “we’re including fans as part of the advertising; giving them the chance to be part of a campaign that’s all about couples connecting and showing that off to all of Canada,” added Chan.
Hashtagging a photo on Twitter or Instagram pulls the image into a Facebook photo gallery, where the images are approved and then displayed. Select images are featured on a weekly rotation, while all entrants have the chance to win one of five $500 prepaid cards.
The campaign is being supported via Facebook (facebook.com/durexcanada) and Twitter (@DurexCanada), and in digital media. Durex street teams will be stationed at Yonge-Dundas Square for select weekends in August, where they’ll promote the contest and encourage couples to take their PDA selfies and enter on the spot.
Maverick helped create the campaign and is handling PR, while media agency Aegis developed the OOH and digital strategy.
Durex is also promoting the Lovers Embrace Pleasure Gels with digital ads, TV spots and in-store marketing.
