Durex has revealed the hugely anticipated smartphone technology that could change our sex lives forever…
And it’s the off button.
The sexual wellbeing brand sparked mass speculation on March 4th by teasing consumers with an imminent technological breakthrough in partnership with Siren Mobile, to improve people’s sex lives around the world. Hundreds of thousands of people visited the ‘Durexlabs’ website to find out more.
In a moving and enlightening video released yesterday couples who volunteered to test the technology, eager to give their love lives an uplift, were surprised to learn the answer lay in a simple switch that had been right in front of them all along – the off button.
This video brings to the surface a concerning trend that’s becoming increasingly evident in today’s society, with further research showing that Australians are using their phones more regularly, but having less sex than ever before. In the past 11 years, the average sex rate of Australians has dropped by a staggering 23% to 1.4/week. This figure is quite alarming when compared to the increase in ownership of mobile phones which has almost tripled during this period.
Ukonwa Ojo, head of global brand equity at Durex: “With technology playing such a pivotal role in our personal lives and relationships, we asked if it could be utilised in a positive way to enhance our sex lives, but in doing so we discovered the most effective answer can be the simplest. After consulting countless experts, academic research and qualitative interviews, the solution turned out to be a straightforward one – we should disconnect to reconnect.
“This campaign really brings to life what Durex stands for – real connections. As we approach Earth Hour, it is a poignant reminder for us to turn off to turn on.”
Susie Lee, the app entrepreneur and CEO of Siren Mobile, has been a central part of the project’s implementation. Lee said: “Of course, tech can never really replace human interaction. True chemistry comes from intimacy.
“So whilst we need our tech – it has enhanced our lives, enabling us to reconnect with old friends, reach wider social groups and meet new people – we need to recognise the times and places when social networking doesn’t enrich our experience. We really need to learn to focus on each other in the bedroom, rather than on our smartphones or tablets.”