杜蕾斯Xerud：台湾多了一个仙
文/vivi
话题，话题，杜蕾斯一直希望制造城中热点话题。不巧，台湾人民忌讳公开地谈论sex，街头派发避孕套，人们也往往避之不及，这让杜蕾斯很难开展工作。
还好，人们对求签问卦的热情倒是有增无减，尤其是感情卦。杜蕾斯顺时应势，生造出这么一个无门无派的Xerud大仙，向她问卜，她会给你开示——关于安全性生活，同时附赠避孕套一个。突然出现这么一个异域仙人，城中还能没有话题吗？
Taiwan category sales volume was in decline. To increase condom purchases we needed to remind our young audience of the risks of unprotected sex —task effectively done in other markets via sampling. Given the cultural taboos in Taiwan, regular promoters in the streets were not being able to achieve the daily contact goals. We had to find a new and more effective way to get our products into the consumer hands to start conversations. All Taiwanese generations frequently consult fortune-tellers to know their fate in wealth, health and specially love. With a very limited budget we created an unbranded fortune-teller machine called “Xerud” and placed it in bars, nightclubs and karaoke bars where the inhibitions are lessened. “Xerud” handed out predictions related to one’s sexual life and relationships together with the most relevant sample condom based on the forecast and the product benefit. The sample pack also contained educational tips about safe sex. In average a street promoter handed out 23 samples an hour while “Xerud” handed out an average of 77. Most importantly we’ve softened inhibitions and started meaningful conversations. The full campaign was led by sampling but also had a TVC, print/online ads, online predictions, a Facebook page and in-store POSM. The impact on the sales volume was a 4% increase while the category sales volume was in negative growth, -5%. The Durex market share also reached an historical high in February 2011 with 54.7%.
Advertising Agency: OgilvyAction, Taipei, Taiwan
Creative Director: Nuno Lemos
Art Director: Millie Lin
Copywriter: Sherry Hsieh
Senior Designer: James Lei
Additional credits
Account Manager: Polly Wen
Account Director: Amber Huang
The TV Commercial titled Xerud the lover's fortuneteller was done by Ogilvyaction advertising agency for product: Durex (brand: Durex) in Taiwan. It was released in the Sep 2011.
