Fundawear's early success

Fundawear's early success
SHARE
THIS



The early success of Durex Australia’s ‘Fundawear’ is proof creative agencies need to get on board with the “advertising of tomorrow” and stop being “conservative”, Havas Worldwide Sydney’s MD said.

 The seeding campaign for Fundawear kicked off last Wednesday and already the YouTube video (below) featuring a couple giving the vibrating undies a run has garnered more than 2.1 million views.

Couples have also flooded Durex Australia’s Facebook page to take part in the competition where they can win a chance test out Fundawear with a night in two separate luxury hotel rooms.

The “deliberately shareable” work and other Havas campaigns such as 'Fair Go Bro' make the agency stand out from the “conservatism in this market where people still default to traditional media,” according to Havas Sydney managing director, Alex Carr.

“We are not creating traditional advertising…it is mainstream advertising for tomorrow because the challenge we face as an agency is that this market is really conservative,” Carr said.

“There is a lack of traction in this space that needs to accelerate because marketers are increasingly getting marketing budgets squeezed and they are increasingly seeing a problem on mainstream media return on investments.

“But at the same time only the brave clients and only the forward thinking clients are moving into this space and we want to see more.”

The idea behind Fundawear and the Durexperiment platform was to create a voice for Durex in what Carr described as a “low interest category” where consumers make their purchase decision in three seconds.

“The challenge that we were given was to reposition Durex as an innovative brand and one that will appeal to the market of around 18-22,” added Steve Coll, executive creative director, Havas Sydney.

Havas is currently in discussions with Reckitt Benckiser, the owner of Durex, about commercialising Fundawear.

The winner of the Facebook competition will be announced on May 20 with the campaign scheduled to run until June, although the end date is flexible.

There are further Durexperiments scheduled for this year once Fundawear has run its course.

Durex’s decision to create “branded news” was brave according to Carr who pointed out that “there are a lot of unknowns when you go down this world of creating content and creating news that we just couldn’t answer”.

Carr will be presenting at B&T’s Inside Creative event Creative Bravery in Melbourne on May 8 where he will go into more detail about his views on the state of advertising.

Jay Morgan, digital creative director at Havas, will join Carr to talk about the challenges of mimicking biology and tricking the body into believing it is being touched.

More details on the event can be found here. 

http://www.youtube.com/watch?v=qb7DN3kpl2o

Please login with linkedin to comment

Latest News

Ash London To Co-Host Ten’s New Game Show
  • Media

Ash London To Co-Host Ten’s New Game Show

Network Ten has revealed that radio personality Ash London will join Grant Denyer as co-host of its new game show, which will hit TV screens on Sunday 7 October at 7:30pm. London’s role on Game of Games was formally acknowledged in a media release sent out by Ten this morning. However, if you had your […]

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded
  • Advertising

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded

Redhanded has been appointed creative agency of record for the crop science division of Bayer in Australia, following a competitive pitch. The appointment of the Clemenger Group agency comes after Bayer chose to consolidate its creative business in September to drive efficiencies and strategic alignment across portfolios. Redhanded will now be responsible for creative work […]

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Media

Study: High-Impact Digital Ads Amplify Standard Media

New research released today by Inskin Media and Lumen Research using a large-scale audience eye-tracking study has proved that high-impact formats can help draw consumers’ eyes to standard formats for longer. The UK study, in partnership with Mindshare, carried out 3,160 eye-tracking experiments and revealed that, within a browsing session, standard display formats, such as […]

Kellogg’s Chooses Eleven To Look After PR
  • Marketing

Kellogg’s Chooses Eleven To Look After PR

Breakfast cereal giant Kellogg’s has appointed Eleven to handle its PR account across Australia and New Zealand. Eleven takes over from Edelman on the account. Kellogg’s has also ditched Porter Novelli and Liquid Ideas, which worked on a project basis. Eleven managing director Roberto Pace said in a statement that the agency was excited to […]

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann
  • Campaigns

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann

Coca-Cola has today launched a campaign commemorating 80 years of great tasting beverages made by Australians in Australia. The integrated marketing campaign from McCann and UM will have multiple touchpoints with consumers led by a new locally-produced TVC running across screens and also supported in PR, social media and out-of-home. The tagline featured in the […]

Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED To Handle Media Planning For QICGRE
  • Media

SPEED To Handle Media Planning For QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]