The Challenge

In Australia, Durex were a distant second behind category leader Ansell, who had secured market dominance and consumer loyalty.

Despite their extremely low brand awareness, Durex possessed a competitive advantage in the form of several existing innovative products, such as mutual climax condoms. Our strategic response was a viral campaign built around this innovative truth that would raise the profile of the brand.
My Role

Digital Art Director

UX Designer

Creative

The Approach

Our strategic response was a viral campaign built around this innovative truth that would raise the profile of the brand. We created Fundawear – an innovative range of his and her underwear that connects to an iPhone application allowing touch to be transferred over the Internet. We filmed the first test of our Fundawear prototype with a real couple, posting the results on YouTube and gave away a pair via a Facebook promotion.

An innovative range of his and her underwear that connects to an iPhone application

The app was paired to either His or Her undies via a simple login and unique serial number printed on the underwear. Hot spots on the underwear were highlighted on screen so when the user touched or held the spot the tiny sensor would react and vibrate in the underwear.

The
Undies

To Add to the range of innovative product at Durex we came up with idea of connecting couples that were currently in long distant relationships. The undies were equip with tiny sensors that were activated via the app even when your partner was halfway across the world. Each time your partner would interact with the app the tiny sensors would vibrate.

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