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Durex: Xerud the lover's fortuneteller

Taiwan category sales volume was in decline. To increase condom purchases we needed to remind our young audience of the risks of unprotected sex —task effectively done in other markets via sampling. Given the cultural taboos in Taiwan, regular promoters in the streets were not being able to achieve the daily contact goals. We had to find a new and more effective way to get our products into the consumer hands to start conversations. All Taiwanese generations frequently consult fortune-tellers to know their fate in wealth, health and specially love. With a very limited budget we created an unbranded fortune-teller machine called “Xerud” and placed it in bars, nightclubs and karaoke bars where the inhibitions are lessened. “Xerud” handed out predictions related to one’s sexual life and relationships together with the most relevant sample condom based on the forecast and the product benefit. The sample pack also contained educational tips about safe sex. In average a street promoter handed out 23 samples an hour while “Xerud” handed out an average of 77. Most importantly we’ve softened inhibitions and started meaningful conversations. The full campaign was led by sampling but also had a TVC, print/online ads, online predictions, a Facebook page and in-store POSM. The impact on the sales volume was a 4% increase while the category sales volume was in negative growth, -5%. The Durex market share also reached an historical high in February 2011 with 54.7%.

Advertising Agency: OgilvyAction, Taipei, Taiwan
Creative Director: Nuno Lemos
Art Director: Millie Lin
Copywriter: Sherry Hsieh
Senior Designer: James Lei
Additional credits
Account Manager: Polly Wen
Account Director: Amber Huang
Published: December 2010

14 comments

That One Guy's picture
That One Guy
266 pencils

Zoltar 2.0.

kleenex's picture
kleenex
28771 pencils

I Love the whole idea

AdBuzzer's picture
AdBuzzer
1168 pencils

A very effecitve (and striking) way to bypass the cultural inhibitions - it wouldn't be a bad idea to have similar machines even in the more open-minded countries, just for fun of it.

NADD's picture
NADD
82 pencils

genus

NADD

Blue Apple's picture
Blue Apple
120 pencils

Superrrrrrr......

jeph's picture
jeph
156 pencils

The solution is perfect. Amazing work.

Glut's picture
Glut
3947 pencils

clever approach!

Thepphanomm's picture
Thepphanomm
18 pencils

Say it clever idea....

Geimima's picture
Geimima
815 pencils

Nice idea. so now zoltar female a.k.a. xerud is fortune teller for youth sex life. grateful to god.. it is very something, right?

life is a playground

tracyzhang's picture
tracyzhang
133 pencils

I second AdBuzzer - I think this would work in clubs/entertainment districts in any country. Go where your target demographics are!

JHam's picture
JHam
58 pencils

Very nice!

Paolo Buatti's picture
Paolo Buatti
645 pencils

Nice idea!

khronos's picture
khronos
998 pencils

NICE ~!

Unlocated's picture
Unlocated
6 pencils

Best efficient idea ever! What a clever idea to circumvent people's taboos!

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