MAKING SEX RELEVANT

Condom giant Durex faced a very local problem in Hong Kong – their global campaigns focusing on the pleasure of sex were not resonating with a local audience who, through numerous focus groups, we soon realised had a very different attitude and approach to sex.

GETTING INTIMATE

Our focus groups revealed that Hong Kongers, especially women, viewed emotional closeness as one of their biggest turn-ons. The rough and tumble shown in western condom ads simply did not resonate. So we developed content that focused on the hottest, most intimate moments our focus group participants told us about.

ASKING THE QUESTIONS

Our research revealed that one of the reasons for Hong Kong people’s low level of sexual satisfaction is a lack of honest, open communication.
Our content was focused on killing taboos about everything from sex frequency to sex positions to sex fantasies – to blow the conversation wide open.