8 September 2011 – Taiwan is a very appealing country with a great heritage and rich traditions. Yet when it comes to the subject of sex, there seems to be a cultural taboo to talk about it. So in order to create awareness upon the topic of safe sex a creative approach was needed.
Given the fact that Taiwanese youngsters frequently consult fortune-tellers to get a glimpse of their fate in wealth, health and especially love a match perfect match was easily made. That is why Durex came up with ‘Xerud – The Lover’s Fortune Teller’.
By creating several unbranded fortune-telling sample machines and by placing them in bars, nightclubs and karaoke bars this inspiring initiative was able to reach its target audience in very effective way.
Xerud’s predictions revealed one’s sexual future, while foreboding the risks of unprotected sex. Hereby softening the inhibitions of the subject and starting meaningful conversations about them both on the spot as well as online.
In a relationship, it is vital to just be your true self. Don’t worry, with Durex your romantic undertakings are in safe hands.
To find out more about this inspiring campaign, please have a look at the video!
Raising awareness on the benefits of safe sex is a purposeful mission, especially in countries where it is difficult to talk about this subject. That is why the gimmick to use a fortune teller as an indirect tool to spread the message is really strong. And given the fact that the conversation was even taken online with Facebook this initiative definitely deserves a full score on the Social inspiration Matrix.
September 8, 2011 | Filed under Authenticity, Branding, Communication, Customer Experience, Inspiration, Marketing, Social Inspiration, Social Media and tagged with 0.000.051 Inspiration, Authenticity, Branding, Communication, Customer Experience, Marketing, Social Inspiration, Social Media.
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