Xerud the lover's fortuneteller

Agency Network: 
December 2010

Xerud the lover's fortuneteller


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 advertisment 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

Comments (15)

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Highest Rated

NADD's picture
Activity Score 82



That One Guy's picture
That One Guy
Activity Score 266

Zoltar 2.0.

kleenex's picture
Activity Score 50502

I Love the whole idea

AdBuzzer's picture
Activity Score 1174

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.

NADD's picture
Activity Score 82



Blue Apple's picture
Blue Apple
Activity Score 120


jeph's picture
Activity Score 156

The solution is perfect. Amazing work.

Glut's picture
Activity Score 3935

clever approach!

Thepphanomm's picture
Activity Score 18

Say it clever idea....

Geimima's picture
Activity Score 824

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?

life is a playground

tracyzhang's picture
Activity Score 133

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

JHam's picture
Activity Score 58

Very nice!

Paolo Buatti's picture
Paolo Buatti
Activity Score 896

Nice idea!

khronos's picture
Activity Score 998


Unlocated's picture
Activity Score 6

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

Crazy2lolo's picture
Activity Score 9

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

Paka Lolo