Durex, the uncontested market leader of condoms with circa 85% market share, has been the quality choice for safe sex for the past 75 years.
But over the past few years, the brand has grown to represent even more value to couples, giving them the confidence and freedom to enjoy even better sex.
Strengthening its unique bond with sexually active partners, Durex introduced its exclusive Play range comprising vibrators and lubricants to add an extra dimension to their love life.
Durex’s Play campaign included TV ads, which offered viewers the chance to text for a lube sample. They sent a text with the keyword PLAY to 87103. All texts were charged at 25p plus the cost of a standard text message.
Ruth Gresty, Duex’s Senior Brand Manager, comments: “We believe using SMS as a medium for sample requests is the easy choice for potential customers to trial a product before purchasing. Most people have their mobile phone close by whilst watching TV which means it is easy and accessible, making response to a TV ad more likely compared with phoning a number, accessing a website or visiting a post box.”
Gresty continues: “This is Durex’s first mobile marketing campaign. Whilst I’m confident of the results, like any campaign these will be closely monitored so we can take these lessons forward when looking at other SMS initiatives we can implement to increase interaction with consumers.
“Mediaburst won the Durex trial because they know how to design and implement campaigns. They’re ahead of the curve in terms of knowledge and expertise, and deliver results,” she adds.” That’s why Durex now recommends Mediaburst to any business considering SMS for part of their marketing mix.”
Stuart Brown, Sales Director, Mediaburst concludes: “Mediaburst is increasingly working with large brands such as Durex to implement mobile marketing campaigns. We have the expertise in-house and the ability to offer fulfilment, allowing us to deliver customers with the complete package making SMS an accessible element of the marketing mix. Compared with phone, post and web alternatives, our clients see significant increases in response rates through SMS. And thanks to tools such as address validation, promotions are delivered to the correct address ensuring an excellent customer experience, as well as minimising cost.”
