Campaign details
Brand: DurexLead Agency: VMLY&RRegion: APAC
Strategy
Objective
In conservative Indonesia - the biggest & richest context Durex has is around love & intimacy and with it, the day of love - Valentine's day.
Beyond 'context', winning Valentine's day offered another significant advantage - Previous business reports had indicated that if Q1 KPIs were met, strong growth was seen throughout the year.
Task: Betting on a bold start
Occasion goal: Establish a meaningful role for Durex in the life of the youth during Valentine's day.
Communication goal: Create engagement & grow association with Love,...