In line with their purpose to connect and bring people together safely, Durex Australia today launches a campaign encouraging the people of New South Wales to get the vaccination rate up, so they can get it on.
The campaign, produced by the brand’s in-house creative team RB Studio, features the debut of the Durex #Erectometer, a giant, mobile billboard displaying real-time New South Wales vaccination data. Rising and pointing to key vaccination milestones, the Erectometer’s erect Durex condom will reach ‘vax climax’ once 80 per cent of residents are double-jabbed.
Set to cruise the streets of Sydney between in anticipation of free-DOM Day, the Durex Erectometer will stop off at locations along the city’s cheekiest ‘root’, pulling into Homebush, Mona Vale, Balls Head Bay, Pleasure Point and more.
While the Erectometer is romping the city’s streets, Durex will also be giving away free condoms nationally to Aussies who show their full vaccination passport via www.free-dom-day.com.au.
Henry Turgoose, marketing director, Reckitt Health said that with increased freedoms expected in just a few weeks, Durex is predicting a ‘sexplosion’ in Sydney, similar to Durex UK who saw a 10 per cent increase in condom sales once restrictions were relaxed.
“We’ve seen the impacts of lockdowns around the world, with reports that millions of people in the UK, US and closer to home in Melbourne, have experienced dry spells, with stress and uncertainty playing a large part.
“As singles prepare to mingle for the first time in almost four months, Durex wants to ensure Aussies are protected for the increase in closeness, physical intimacy and sexual connection that the end of lockdown brings.
“Durex’s free-DOM Day is all about doubling your protection. While we’re all excited to bring a little bit more fun into our lives, it’s essential to do it safely both for yourself and your close contacts.”
The double-vaccinated are encouraged to visit free-dom-day.com.au for their free Durex condoms. To follow the Erectometer’s journey check out @durexaustralia.
Campaign Credits:
- Brand: Durex, Reckitt Health Australia
- Creative: RB Studio
- Media relations: DEC PR
