I was thinking about my new post and researching new campaigns, more specifically from this year. As everyone knows this week is Valentine’s Day and it will be released the film: “50 Shades of Grey”. People are going crazy about it and it is believed that the movie already has over 475,000 tickets sold in the UK.
And here it appears one well-known brand with its clever move creating an ad one week ago, before these two events. I find it interesting how Durex has this genius idea to develop this campaign as managing to take advantage from Valentine’s Day and the movie in one. I think that is the reason why the video gone viral for a few days and gathered more than 12 millions views on YouTube.
Actually, the campaign is inspired by “Fifty Shades of Grey” and it is called: Reality is Better Than Fiction!
I find out that before executing the ad, Durex conducted a research, which reveals that 65% of people prefer reality rather than fiction world. In regards to the sex theme, in the last research of 2014 by the British National Surveys of Sexual Attitudes and Lifestyles people are having less sex than ever. There is decline rates, which show that the average number of times people have sex each month had dropped from five to three.
There was another survey by Durex, which discloses that, on any given day, people are twice as likely to read a book in bed as they are to have sex.
It seems that people are not inspired enough to experiment new things bearing in mind that over one third said that it’s been more than a year since they tried something new in the bedroom.
Durex created this campaign to change people ‘s perceptions and encourage them to try something new in the bedroom. It is also launched #50GamesToPlay Guide, a handbook of sex tips and games to inspire couples to have some fun and to experience the real excitement of having great sex, not only reading about it in books.
The full #50GamesToPlay Guide can be viewed at http://50gamestoplay.durex.com/