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DUREX New Zealand Valentine’s Day Campaign

PPR was asked by Durex to develop a campaign to generate media coverage for the brand around Valentine’s Day, with the aim of getting Kiwis talking about Durex, engaging the Durex database, and increasing database membership.

To achieve these objectives, we developed the Durex Valentine’s Day Online Survey campaign – a fun and quirky national investigation into Kiwis and Valentine’s Day. The online survey was distributed to the Durex database and promoted via a viral email distributed by us.

We drafted a series of fun questions, including who is NZ’s sexiest politician and celebrity, and whether Kiwis would prefer flowers or a vibrator for Valentine’s Day. We analysed the results and drafted a fun media release that was pitched to key media for publication on Valentine’s Day.

The key angle (NZ’s PM as sexiest politician) was highlighted in all media material and we utilised the Prime Minister’s presence at the Big Gay Out (sponsored by Durex) to generate further media coverage.

We offered an exclusive to the Sunday Star-Times and the results appeared on the front page on Valentine’s Day. Other coverage included: four prime-time TV news items on TV One (two) and TV3 (two items); branded coverage across several metro newspapers (NZ Herald x 2, Dominion); and key radio stations and online media.

PPR won a 2010 PRINZ (Public Relations Institute of NZ Award) for this campaign.

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