Durex: Earth Hour #TurnOfftoTurnOn
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
Despite offering a full range of products aimed at promoting sexual wellbeing, most consumers perceive Durex as a functional, safe brand.
To remedy this, the campaign took a more emotional position on sex and...