Durex: Earth Hour #TurnOfftoTurnOn - Brand building
TMW
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
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...