Durex Turns to Crowdsourcing For Next Ad
It seems that more big brand names are using crowdsourcing to market their products. Durex is once again jumping on board the crowdsourcing club to create their next big ad. The company is more than just a manufacturer of prophylactics and has enjoyed much success with diversifying in lubricants and ”other” devices, all marketed through innovative and often entertaining campaigns. In search of a fresh perspective to combine effective marketing of their product whilst continuing with their social responsibility in promoting the importance of safe sex, Durex began crowdsourcing the views of its customers, in particular the younger generation for a new ad campaign.
Durex has been instrumental in empowering the sexually active population of the world to have better and safer sex and now we’re handing over to our loyal consumers for their creative input.
Neal Woods, senior brand manager at Durex
The “Create The Next Ad” competition, which started in May, invites entrants from the UK to produce and submit a 30 second video promoting the brand. There are no restrictions on content or criteria and Durex has laid down a gauntlet inviting entrants to entertain, inspire, and even shock the judging panel. The only obvious stipulation is that the Durex product is featured prominently within the finished piece. The winning contestant will be awarded a cash prize of £2,000 (~ $3,000) plus the privilege of seeing their creation broadcast on television. Second an third placed entries will receive cash prizes of £1,000 and £500 respectively (~ $1,500 & $770).
The campaign marks Durex’s second crowdsourcing venture after the highly successful Durexhibit poster campaign. With an emphasis on the message rather than the product, this competition ended in January 2008 and invited 16-24 year olds to design a poster warning youngsters about the dangers of unprotected sex. The wining entry, ”Love is Blind – Herpes”, was chosen from over 500 entries at the launch of the UK’s National Condom Week. Durex’s current competition is currently ongoing and the deadline for submission is November 30th. If you are a UK resident and wish to take part, go to the “Create the Next Ad” website for details.
