Award: CAMPAIGN CATEGORIES \ C07. Best Content Marketing

Durex, as the latecomer in the ultra-thin condom market, this is a significant challenge to grab the PU condom market shares and distinguish it from the major competitor – Okamoto 001.
So, Durex 001 had to find a strong positioning that leverages on Durex’s premium image and
influence.

In order to embed Durex’s premium image into audiences’ mindset, the campaign is
designed to deliver a holistic luxury lifestyle experience in the aspect of fashion, gastronomy, living and commuting, collaborated with different business parties, such as Arca Hotel, Arca Society, Handsome Barbershop, bringing the luxury service from online to offline to let consumers aware, feel and experience Durex 001’s position – extremely premium.

By positioning Durex 001 as a luxury product and a symbol of a finer lifestyle, Durex have redefined and strengthened itself as No.1 in the condom category in Hong Kong.