Cherryflava

Durex’s matchmaking campaign to get Kiwis to find eachother attractive

Posted on 19. Sep, 2007 by Jonathan Cherry in Advertising

When not doing the Haka or competing with sheep for land ownership, Kiwis like to attend a large music festival called The Big Day Out.
Durex spotted an opportunity to pimp some product at one of the only New Zealand events that doesn’t involve rugby, by conducting a campaign of matchmaking.

Everyone was given a lanyard (neck tag shown here) displaying a number and told to
find the person of the opposite sex with the same number. Guys were
given blue ones [surprise, surprise] girls pink ones [unsurprisingly]. A NZ$5,000 prize was on offer for one
lucky couple. 40,000 tags were given out. Thousands of condom and lube
samples were also handed out, just in case, as well as other branded
giveaways. Sales increased 35% from the same time last year. Durex want
to do it again next year.

We wonder what happens if you arrive at the event already pair up with somebody?
Surely this is a national outcry just waiting to happen.

[via DirectDaily and Brief blog]