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.