Durex fundawear provides excitement for long-distance lovers

Joss Davidge, Business Director of brand experience agency BEcause, continues his weekly search for innovative marketing ideas. 

This week he looks at how Durex has got everyone talking by releasing an on-brand experiment that creates a ménage à trois between technology, intimacy and fun.
 
Durex has never been shy about applying a full-frontal approach to its marketing campaigns. This week I’ve come across a great example of it once again standing out from the crowd with this brilliantly risqué content marketing campaign.  
 
Australia is one of the few places where Durex isn’t the market leader. In a bid to address this, the brand has released a preview of its latest Durexperiment. “Fundawear” is a way to blend technology and intimacy that allows long distance lovers to stay, quite literally, in contact.
 
Fundawear allows wearers/users to touch each other at a distance, using a bespoke app that activates vibrating “touch-actuators” that are woven into the fabric of the specially designed underwear. Alongside the product, the campaign that surrounds it is loud, to the point and revealing. The video alone has accrued over 3.5 million views in just over a week and social media, traditional press and blogs are awash with details of the Durexperiment.
 
This campaign is a great mix of innovation and storytelling, a common pairing in successful content marketing campaigns. Just look at the resounding success of Red Bull’s leap of faith last year or Heineken’s more recent Ignite project.
 
Durex’s attention-grabbing sensationalist concept, teamed with the undeniably cool, on-brand content that is being puffed out, has grabbed the attention of a global audience and I’m sure it will make a positive impact on the sales of Durex down under.

Read more from Joss Davidge in our Clubhouse.