Xerud the lover's fortuneteller

Agency Network: 
December 2010


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
Log in or register to post comments

Highest Rated

NADD's picture


Activity Score 82
Graphic Designer |


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

Activity Score 52778
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.

Activity Score 1174
Marketing Manager |

NADD's picture


Activity Score 82
Graphic Designer |


Blue Apple's picture


Blue Apple
Activity Score 120
Art Director
jeph's picture

The solution is perfect. Amazing work.

Activity Score 156
Glut's picture

clever approach!

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

Say it clever idea....

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?

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!

Activity Score 133
JHam's picture

Very nice!

Activity Score 58
Paolo Buatti's picture

Nice idea!

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

khronos's picture


Activity Score 998
Unlocated's picture

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

Activity Score 6
Goldsmiths University of London
Crazy2lolo's picture

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

Activity Score 9
Other |

Paka Lolo