.Durex. - ‘‘Erecting Change’ Special Build OOH’

“If it doesn’t Fit right… It doesn’t Feel right”

THE CHALLENGE

Headcase were tasked with driving awareness and talkability around Durex’s Fit Matters Condom campaign. Durex wanted to be bold and disruptive; whilst educating consumers on the importance of finding the right fitting condom.

THE RESPONSE

Headcase designed and planned a full service PR stunt featuring billboards that purposefully didn't fit the frame, highlighting the fact that the public could be wearing ill-fitting condoms. 

The guerrilla marketing approach included custom-built roadside ads that were strategically placed in high-footfall city centre locations. This was complimented by a prominent 48 Sheet special in Dublin City Centre and washroom ads in The Bernard Shaw.

To maximise the campaign reach, Headcase managed organic press as well as strategic publisher and content creator partnerships with Waterford Whispers & GCN Magazine, delivering authentic, engaging native content and further media amplification.

THE RESULTS

The campaign played a vital role in Durex Ireland's brand relaunch and successfully caught the attention of the Irish public, sparking conversations about condom fit and misconceptions. 

The campaign received positive feedback from marketing outlets and commentators due to its visual impact and clever messaging. And with over 577K+ total estimated impressions across digital (paid, organic & social) and OOH, Headcase delivered a far-reaching and memorable campaign.

We were proud to bring our disruptive and creative flair to this campaign, delivering out-of-the-box thinking and helping Durex make their mark in a big way!