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Xerud the lover's fortuneteller

Agency Network: 
Published/Aired: 
December 2010

Description

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%.

Additional credits

Ambient advertisement created by Ogilvy, Taiwan for Durex, within the category: Health.

Advertising Agency: OgilvyAction, Taipei, Taiwan
Creative Director: Nuno Lemos
Art Director: Millie Lin
Copywriter: Sherry Hsieh
Senior Designer: James Lei
Account Manager: Polly Wen
Account Director: Amber Huang
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Highest Rated

NADD's picture

genus

NADD
Activity Score 82
Graphic Designer |

NADD

That One Guy's picture

Zoltar 2.0.

That One Guy
Activity Score 266
University of Houston
kleenex's picture

I Love the whole idea

kleenex
Activity Score 51815
Web Designer/Developer
AdBuzzer's picture

A very effecitve (and striking) way to bypass the cultural inhibitions - it wouldn't be a bad idea to have similar machines even in the more open-minded countries, just for fun of it.

AdBuzzer
Activity Score 1174
Marketing Manager |

http://adbuzzer.wordpress.com

NADD's picture

genus

NADD
Activity Score 82
Graphic Designer |

NADD

Blue Apple's picture

Superrrrrrr......

Blue Apple
Activity Score 120
Art Director
jeph's picture

The solution is perfect. Amazing work.

jeph
Activity Score 156
Copywriter
Glut's picture

clever approach!

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
Thepphanomm's picture

Say it clever idea....

Thepphanomm
Activity Score 18
Art Director
Geimima's picture

Nice idea. so now zoltar female a.k.a. xerud is fortune teller for youth sex life. grateful to god.. it is very something, right?

Geimima
Activity Score 824
Art Director at Trimedia Imaji |

life is a playground

tracyzhang's picture

I second AdBuzzer - I think this would work in clubs/entertainment districts in any country. Go where your target demographics are!

tracyzhang
Activity Score 133
JHam's picture

Very nice!

JHam
Activity Score 58
Paolo Buatti's picture

Nice idea!

Paolo Buatti
Activity Score 896
Graphic Designer at NetBooster Agency Italia |

www.paolobuatti.it

khronos's picture

NICE ~!

khronos
Activity Score 998
Copywriter
Unlocated's picture

Best efficient idea ever! What a clever idea to circumvent people's taboos!

Unlocated
Activity Score 6
Goldsmiths University of London
Crazy2lolo's picture

Now Why I didn't Think about that.?????

Crazy2lolo
Activity Score 9
Other |

Paka Lolo

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