Durex Performan
Deric Wong
Campaign details
Brand owner: Reckitt BenckiserLead agency: PHD Hong Kong and KitchenBrand: DurexCountry: Hong KongIndustry Pharmacies and healthChannels used: Cinema, Content marketing , Earned media, buzz, Games and competitions , Internet - display , Internet - general, Internet - microsites , Mobile and apps , Online video , Outdoor, out-of-home, Television, Word of mouth, advocacyMedia budget: 500k - 1 million
Executive summary
This case study describes how Durex promoted its Performa condom in Hong Kong with a superhero called Performan.
When Durex relaunched...