Condom megabrand Durex has turned to creative Facebook fans for their latest campaign, The Naked Box competition.  Running until 17 April, Aussie fans can take a shot at designing their own box art for the chance to win money and prizes (as well as the pleasure of doing their bit to help promote safe sex).

Arousing awareness with creativity

The Naked Box campaign revolves around The Naked Box app hosted on Durex Australia’s Facebook page.

In order to promote condom use amongst young people worldwide, Durex is encouraging fans of their condoms to visit the brand’s Facebook page, where they’ll find the chance to design their own Durex box cover art and upload it via the Naked Box app.  The entries are then available for public voting. 

Over six weeks finishing tomorrow (17 April), the designs with the most votes from around the world each week will make it into to a final round.  There, they will be joined by the six designs with the most overall votes throughout the entirety of the competition. All twelve finalists will receive an iPad, a year’s supply of Durex condoms, and a bag of Durex goodies.

A panel of judges will determine the overall winner, with the lucky artist receiving £2000 and the chance to work with Durex’s global design team to bring their design to store shelves.

A global campaign made local

One of the biggest challenges for The Naked Box competition was making a worldwide campaign work within an Australian context. 

“The Durex Naked Box campaign is a global competition,” says Durex Australia, “but Australia’s unique demographic and media landscape called for a unique marketing approach to the campaign. The challenge here is creating an Australian-specific marketing campaign that still resonates with the core principal and objective of the global initiative.

“Working with our independent agencies, we were able to design and execute a marketing campaign that spoke to our target audience across online, social media and PR channels.”

Key resources

Durex Australia enlisted the expertise of three key agencies to work with their own marketing team for the campaign’s design and execution.  Digital agency Holler was brought in for social media/community management, ZenithOptimedia for media strategy and Frank PR for PR strategy and execution.

To bring the campaign to fruition, “there was an interagency brief ahead of launch, with each agency presenting integrated launch strategies and ideas,” says Durex Australia.

Aims and measurements

The campaign’s aim is to help reduce the spread of sexually transmitted infections and unwanted pregnancies by raising awareness of safe sex amongst young people.  To achieve this, the Naked Box campaign was conceived to engage young people through the media that they’re most comfortable with.

Says Durex Australia, “According to the Durex Sexual Health and Wellbeing Survey, 52% of those aged between 18 and 24 are going online to seek guidance about safe sex.  With the launch of the online and interactive Durex Naked Box campaign, we aim at integrating this educational approach with a new interactive experiential campaign.”

In terms of metrics, the campaign’s success is being evaluated based on number of entries received, the number of votes, virality, and the increase of Durex’s social media fan base.

Outcomes

Judging by the results so far, the competition seems to be hitting the spot. 

After four weeks (data from the final two weeks is yet to be tallied at time of publication), almost 4,800 Aussies engaged with the competition in Australia, either by voting, viewing, or submitting a design. 

For more information visit the Durex Facebook or website.

Main Image: This little lady