Sexperts and condom-makers, Durex, has revealed the final chapter of its ‘Durex Connect’ campaign by releasing a smartphone app that helps us do exactly that: re-connect, just in time for Earth Hour.
After an elaborate set-up three weeks ago teasing a technological breakthrough that could revolutionise our sex lives, a viral video viewed by over 40 million people showed tech-obsessed couples’ reactions to the revelation that the bedroom miracle they needed was simply the off button.
Following an unprecedented international response and compelling research by Durham University about the obsessive impact of technology in our relationships (including 40% admitting to answering their phones during sex), the sexual wellbeing brand has developed an app that offers a simple solution: it synchronises our phones to sleep together, so we can too.
Ukonwa Ojo, head of global brand equity at Durexcommented: “The Durex Connect film followed the volunteer couples on an emotional and reflective journey where they came to terms with their true obsession with technology in their relationships, and the campaign has really highlighted this on a global scale.
“The huge number of people visiting Durexlabs sign-up page, twinned with the compelling research by Durham University really opened our eyes at Durex, and we decided to launch an app after all! As we approach Earth Hour at 8.30pm on March 28th, we invite couples around the world to discover this app that could truly enhance their sex lives.”
The ‘Durex Connect’ app is currently available for free on Android and will be out soon on iOS, providing a user-friendly way to synchronise your phone with your partner’s, so that neither can renege on the promise of dedicated, tech-free connection. At agreed times, or by spontaneous agreement, it will simply mask your phones’ home screen, effectively putting the handsets to sleep and removing all distractions.
Rachel Bloodworth, head of public engagement at WWF-UK,said: “Durex’s Connect campaign is a great awareness driver of that need to reconnect, and we hope it inspires people to really think about how much we all need to make the time to stop and enjoy the world around us.
“Earth Hour is a huge symbolic display of the need to protect our planet. But it is something more – it’s an hour when we can all switch off and reconnect with the things that are important to us.”