The night has progressed and you are about to make your move when the inevitable question arises, “do you have a condom?” This is the premise that Durex has based their new campaign on. The S.O.S. campaign is an “app powered” one-hour condom delivery service discreetly operating between 4pm and 4am. When one first runs across this ad they may think it is a parody, but this is a service that already exists in certain cities, such as Dubai. The company plans to further expand the campaign to more cities. In today’s busy world, everyone loves a delivery service. How else would we get our last-minute pizzas, packages, flowers…condoms? The new Durex campaign, launched by the Buzzman firm, is ingenious and definitely outside the realm of normal advertising. The unique aspects of this campaign clearly exemplify why this firm has been credited with the development of captivating campaigns in the past. Future endeavors should not be far behind when examining their exciting new usages of message, labels, and systems.
S.O.S. (short for “Save Our Souls”) is globally recognized as a distress signal. Viewing the YouTube commercial on Durex condoms it is evident that the sense of urgency, emergency, distress (if you will) associated with an S.O.S can easily be transferred to something less immediately life-threatening. It was genius to associate their entire campaign on the premise that this product and service is not only a service people may want, but a good they most definitely NEED! The name itself alerts potential consumers of this product to the fact that it could be important for their lives. Buzzman of Paris is the firm credited for the original development of this campaign, which may explain why Paris is the leading city in votes for implementation of delivery service (or is it because Paris is truly the city of love)? Either way there is definitely potential for geographic growth.
Not surprisingly, YouTube is a vehicle for advertising both the product and service. Social media is being adopted by most modern businesses as a way to connect with audiences on a personal level which allows them to identify and solve the needs and wants of their target audience. The sensual and provocative usage of filming in the commercial fits perfectly the “edginess” that the campaign strives for, while remaining appropriate to the standards of social media. Not only does this medium provide unlimited amounts of information, it builds brand image and is yet another way to gain valuable information about its consumer. A win-win for Buzzman,Durex and the customer!
Retailing is the sales of goods and services from businesses to the end users. Durex, in this retail plan, concentrates on its brand image and loyal consumers for selling the product itself (the condom) but this plan furthers the retailing process by integration of a new supply chain of their product. Rather than purchasing their products by the counter at a pharmacy, or even online, the timeliness and personal service is considered. Why should pizzas be the only show in town? Condoms have hit the big time in this retail venture. It should be interesting to see how this takes off. The worst-case scenario is that Durex gets people talking, and their condoms “protect” Buzzman’s reputation for fresh ideas.