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Durex - Real Feel

Egor Osaulenko
Egor Osaulenko

There are over 2.5 million potential condom consumers in Ukraine who use the internet. Durex and Contex are the leading brands. Competitors have been inactive on the internet, presenting an opportunity. The strategy is to inform Ukrainian internet users about Durex's new RealFeel sub-brand through a viral campaign using True View In-Display on YouTube and a "Challenge Call" encouraging users to make comic videos with condoms for prizes. The budget forecast is $394,844 for seeding 131,000 views, reaching 700,000 total views, and adapting creative content over 3 weeks.

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September 2014 Durex - RealFeel
1. TA analysis and competitors activity 2. Strategy 3. Media solution 4. Creative solution and adaptation 5. Budget forecast and KPI`s Content
TA analysis and competitors activity 1
75% 80% 85% 90% 95% 100% Do not buy condoms Buy condoms Buy condoms and use internet More than 2 500 000 potential consumers in UA Internet 3 000 000 people amount of the Ukraine population, bought condoms for the period of the last 6 months. Out of them 2 500 000 people have regular internet access. Source: TNS Q1+Q2/2014, TA 15-65 y.o., settlements 50 000 +
Preferred brands Internet audience is predisposed to buy high-price category brands of condoms. Contex and Durex are the leading brands by a wide margin. 48% 22% 7% 4% 4% Source: TNS Q1+Q2/2014, TA 15-65 y.o., Internet users, settlements 50 000 +
Competitors are inactive on the Internet Source: Arianna/2014, agency expert evaluation. Banners budget SOS evaluation. AdvertTrack. Banner activity SOV After analyzing the category activity it was revealed, that the only active brand, for the first half of the year 2014 was the brand Durex. It is the perfect opportunity to create the direct contact with the TA representatives via Internet media channel. This will allow to gain the leadership in preferences among the Internet audience.
There is more than 2 500 000 people who are potenial condoms consumers among all of the UA Internet users. The preferences leader, among all of the UA Internet users, is the brand Contex. The lack of activity from the competition is great opportunity to take the first place in terms of preferences among UA Internet users. Conclusion
Strategy 2
Inform UA Internet users about the launch of the new Durex sub-brand - RealFeel. Goal
Concentrated breakthrough, among the minimum points of contact. Strategy solution
High controllability Low cost of contact TA relevance Maximization of the viral effect Key benefits of the strategy
Media solution 3
The total number of views is the main indicator of a viral campaign. We accept it for the key KPI`s indicator. Total views number as the main KPI
Use only PPV buying model instruments. Viral effect depends directly from the viral power. In media it means the volume of seeding.
The instrument, which solves the assigned task, allows to show the video to the relevant audience and allows us to perform payment by PPV model . Definition of the tools
True View In-Display format allows to promote a video via YouTube video hosting, with allowance to pay only for a vieo view. After clicking on the video user will be redirected to the YouTube channel, where the video is located. There user can not only like and share the video, but also watch all of the other content, which is uploaded to the channel. The payment is performed only for the view for the clicked video. KPI`s: Guaranteed number of views - 131 000; Final number of views forecast 700 000; Reach more than 1 500 000 users; Reach of TA 35%. True View In-Display
Seeding: Consumer route True View In-Display Watches relevant YouTube-content Brand Engagement Video 2 Video 1 Video 3 Video and channel support
Activating users by making them involved to the whole project. 束Challenge call損
束Challenge call損: Consumer route Box Challenge Viral Videos User Video Content Interested user is watching our YouTube-channel Self-made video shooting and uploading to the channel Sharing in social networks the information about the project Brand Engagement
舒亳仆亠亠仂于舒仆仆亶 仗仂仍亰仂于舒亠仍 仗仂仄舒亳于舒亠 YouTube-从舒仆舒仍 Self-made video shooting and uploading to the channel 舒从舒亰 仂 仗仂亠从亠 于 仂亳舒仍仆 亠 Brand Engagement 束Challenge call損: User Video Content Viral Videos User Video Content Box Challenge Tossing the creative-boxes to different social groups of people (among the TA) and asking them to stage a comic video scene with the content of the box. The video have to be uploaded to the officialchannel of the project. All of the participants have to be tagged and the video have to be shared in the participants socialnetworks accounts. For doing that all of the shooting crew willbe granted by prizes. Proposed socialgroups: Student s hostels; Creative studios.
舒亳仆亠亠仂于舒仆仆亶 仗仂仍亰仂于舒亠仍 仗仂仄舒亳于舒亠 YouTube-从舒仆舒仍 Self-made video shooting and uploading to the channel 舒从舒亰 仂 仗仂亠从亠 于 仂亳舒仍仆 亠 Brand Engagement 束Challenge call損: User Video Content Viral Videos User Video Content Box Challenge An final video example is located by link: http://youtu.be/Q7HsfVY5Yns Being shooted by us, from 3 till 7 videos. Scene variations: Banana from the fridge into a condom; Condoms instead of medicine gloves; Shaking hands, covered with condoms; Underwater filming with condoms. Tossing the creative-boxes to different social groups of people (among the TA) and asking them to stage a comic video scene with the content of the box. The video have to be uploaded to the officialchannel of the project. All of the participants have to be tagged and the video have to be shared in the participants socialnetworks accounts. For doing that all of the shooting crew willbe granted by prizes. Proposed socialgroups: Student s hostels; Creative studios.
舒亳仆亠亠仂于舒仆仆亶 仗仂仍亰仂于舒亠仍 仗仂仄舒亳于舒亠 YouTube-从舒仆舒仍 Self-made video shooting and uploading to the channel 舒从舒亰 仂 仗仂亠从亠 于 仂亳舒仍仆 亠 Brand Engagement 束Challenge call損: User Video Content Viral Videos User Video Content Box Challenge An final video example is located by link: http://youtu.be/Q7HsfVY5Yns Being shooted by us, from 3 till 7 videos. Scene variations: Banana from the fridge into a condom; Condoms instead of medicine gloves; Shaking hands, covered with condoms; Underwater filming with condoms. Tossing the creative-boxes to different social groups of people (among the TA) and asking them to stage a comic video scene with the content of the box. The video have to be uploaded to the officialchannel of the project. All of the participants have to be tagged and the video have to be shared in the participants socialnetworks accounts. For doing that all of the shooting crew willbe granted by prizes. Proposed socialgroups: Student s hostels; Creative studios. Anyone can take part. The mechanics stays simple: 1. Create a comic video with a condom; 2. Share the video, through socialnetwork account with all of the crew tagged; 3. Allow uploading of the video to the contest YouTube-channel; 4. Get the Fun Box as a prize and take part in the drawing of the main prize.
束Fun Box損 - given to each team, who uploaded the video. It includes: T-Shirts with funny and colorful prints; Several bottles with soap bubbles; SeveralYo-Yo toys; Few cracker toys; A huge bunch of candies; Flash drive with a selection of music for a party. Main prize (for optional choose): Organization of a party for the group of winners; Invitation for a party/concert; Weekend tour for a group of people (from 3 to 5) to another country; Semi-professional camera; Acoustic sound system. Rewards
Project has all necessary viral effect. There is no need in additional announcement spends. KPI`s*: Project cost** 30 000 uah. Number of participants from 100 to 5 000 participants, from 20 to 1000 uploaded videos. Views forecast from 100 000 to 5 000 000. 束Challenge call損: Forecast * - Forecast indications, which are valid if all of the timings will be strict. ** - Price includes all fees but does not include the price of prizes.
Creative solution and adaptation 4
Scenario 1 束Sexual scandal with a blogger損
1 2 3 4 6 75 Description: news logo. Description: Speaker in the studio, reading news. Location: Studio News Description: Video with blogger (actor), who speaks about survey. The survey is showed dynamical. Location: blogger in his room. Description: The blogger goes on Kontraktova Square to do a report. Journalists and passers-by are surrounding her. Blogger is experimenting with the product (put it on the phone, on the hand). Location: Kontraktova Square (need actors). Description: The blogger goes by car (highlighted in red). Studio is included. Location: Kontraktovaya (need a car). Description: Studio, speaker finished reading the news. Location: Studio news. Description: news logo.
Scenario 2 束Million of people didn`t get out to work today損
1 2 3 4 6 75 Description: news logo. Description: Speaker in the studio, reading news. Location: Studio News Description: The reportagegoes parallel and shots the empty shops, shopping centers, metro, restaurants, city. Location: shop, shopping center, Metro, street, restaurant. Description: Live streaming, reporting from an empty city street. Location: Street. Description: Editorial footage from the bed. People having sex Location: Bed of apartments and hotels. (need actors for the sex scenes). Description: Streaming from the studio, the footage with scenes of a sexual nature are continuing. Location: Studio news. Description: news logo.
Scenario 3 束Technological breakthrough損
1 Description: news logo. 2 Description: Speaker in the studio, reading news. Location: Studio News 3 Description: Streaming from the laboratory. Location: White background, test tubes. 4 Description: Computer graphics molecules. 束 Motion design 損 infographics. 5 Description: Hand holding smart phone. Infographics is shown on the screen. Location: we need a hand. White background. 6 Description: Streaming from the laboratory. Researcher talks about technologic breakthrough. Location: White background. Tubes. Tablet. An actor is needed for the role of the researcher. Description: news logo. 10 7 Description: Streaming from the laboratory. Researcher talks about technologic breakthrough. Location: White background. Tubes. Tablet. An actor is needed for the role of the researcher. 8 Description: Meanwhile - journals articles screenshots are displayed.
Cost of adaptation (production time is 3 working weeks)
Detailed production cost DIRECTOR & DP Director & DP's fees 26 600 UAH Preproduction expencses 3 750 UAH PREPRODUCTION Location scouting 0 UAH Preproduction travels 0 UAH CASTING & CAST Casting 6 000 UAH Cast 11 100 UAH PERSONNEL Main crew fees 13 000 UAH Crew 25 500 UAH EQUIPMENT Camera, Lenses, Acctssories 6 000 UAH Lighting&Equipment 4 500 UAH Sound equipment 900 UAH Power supply& Other equipment 4 000 UAH Stock& Processing 8 000 UAH PRODUCTION Studio 14 500 UAH Location 18 000 UAH Props & SFX 5 660 UAH Wardrobe & Make-up 5 600 UAH Transport 800 UAH Meals 1 380 UAH Miscellaneous cost 0 UAH TRAVELS PRODUCTION TRAVELS 0 UAH POST PRODUCTION TRAVELS 0 UAH POSTPRODUCTION TC & EDIT 5 500 UAH CGI&VFX 15 700 UAH Music & Sound 3 200 UAH MISCELLANEOUS COSTS 0 UAH TERMS OF PAYMENT SUBTOTAL 179 690 UAH 0% 0 UAH TOTAL excl VAT 179 690 UAH VAT 35 938 UAH TOTAL incl VAT/ 215 628 UAH
Budget forecast and KPI`s 5
Forecast of KPI`s and budget Viral project 束Challenge Call損 Number of participants* - from 100 to 5 000 Uploaded videos* from 20 to 1 000 Complex project realization** 30 000 uah. (Taxes and VAT included) Media support (seeding) Seeding 131 000 views Total views* 700 000 Cost 149 216, 13 uah. (Taxes and VAT included) Creative solution Adaptation 215 628,00 uah. (Taxes and VAT included) (production time is 3 working weeks) * - forecast ** - prizes are not included Total: 394 844,13 uah. (Taxes and VAT included)
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Durex - Real Feel

  • 2. 1. TA analysis and competitors activity 2. Strategy 3. Media solution 4. Creative solution and adaptation 5. Budget forecast and KPI`s Content
  • 3. TA analysis and competitors activity 1
  • 4. 75% 80% 85% 90% 95% 100% Do not buy condoms Buy condoms Buy condoms and use internet More than 2 500 000 potential consumers in UA Internet 3 000 000 people amount of the Ukraine population, bought condoms for the period of the last 6 months. Out of them 2 500 000 people have regular internet access. Source: TNS Q1+Q2/2014, TA 15-65 y.o., settlements 50 000 +
  • 5. Preferred brands Internet audience is predisposed to buy high-price category brands of condoms. Contex and Durex are the leading brands by a wide margin. 48% 22% 7% 4% 4% Source: TNS Q1+Q2/2014, TA 15-65 y.o., Internet users, settlements 50 000 +
  • 6. Competitors are inactive on the Internet Source: Arianna/2014, agency expert evaluation. Banners budget SOS evaluation. AdvertTrack. Banner activity SOV After analyzing the category activity it was revealed, that the only active brand, for the first half of the year 2014 was the brand Durex. It is the perfect opportunity to create the direct contact with the TA representatives via Internet media channel. This will allow to gain the leadership in preferences among the Internet audience.
  • 7. There is more than 2 500 000 people who are potenial condoms consumers among all of the UA Internet users. The preferences leader, among all of the UA Internet users, is the brand Contex. The lack of activity from the competition is great opportunity to take the first place in terms of preferences among UA Internet users. Conclusion
  • 9. Inform UA Internet users about the launch of the new Durex sub-brand - RealFeel. Goal
  • 10. Concentrated breakthrough, among the minimum points of contact. Strategy solution
  • 11. High controllability Low cost of contact TA relevance Maximization of the viral effect Key benefits of the strategy
  • 13. The total number of views is the main indicator of a viral campaign. We accept it for the key KPI`s indicator. Total views number as the main KPI
  • 14. Use only PPV buying model instruments. Viral effect depends directly from the viral power. In media it means the volume of seeding.
  • 15. The instrument, which solves the assigned task, allows to show the video to the relevant audience and allows us to perform payment by PPV model . Definition of the tools
  • 16. True View In-Display format allows to promote a video via YouTube video hosting, with allowance to pay only for a vieo view. After clicking on the video user will be redirected to the YouTube channel, where the video is located. There user can not only like and share the video, but also watch all of the other content, which is uploaded to the channel. The payment is performed only for the view for the clicked video. KPI`s: Guaranteed number of views - 131 000; Final number of views forecast 700 000; Reach more than 1 500 000 users; Reach of TA 35%. True View In-Display
  • 17. Seeding: Consumer route True View In-Display Watches relevant YouTube-content Brand Engagement Video 2 Video 1 Video 3 Video and channel support
  • 18. Activating users by making them involved to the whole project. 束Challenge call損
  • 19. 束Challenge call損: Consumer route Box Challenge Viral Videos User Video Content Interested user is watching our YouTube-channel Self-made video shooting and uploading to the channel Sharing in social networks the information about the project Brand Engagement
  • 20. 舒亳仆亠亠仂于舒仆仆亶 仗仂仍亰仂于舒亠仍 仗仂仄舒亳于舒亠 YouTube-从舒仆舒仍 Self-made video shooting and uploading to the channel 舒从舒亰 仂 仗仂亠从亠 于 仂亳舒仍仆 亠 Brand Engagement 束Challenge call損: User Video Content Viral Videos User Video Content Box Challenge Tossing the creative-boxes to different social groups of people (among the TA) and asking them to stage a comic video scene with the content of the box. The video have to be uploaded to the officialchannel of the project. All of the participants have to be tagged and the video have to be shared in the participants socialnetworks accounts. For doing that all of the shooting crew willbe granted by prizes. Proposed socialgroups: Student s hostels; Creative studios.
  • 21. 舒亳仆亠亠仂于舒仆仆亶 仗仂仍亰仂于舒亠仍 仗仂仄舒亳于舒亠 YouTube-从舒仆舒仍 Self-made video shooting and uploading to the channel 舒从舒亰 仂 仗仂亠从亠 于 仂亳舒仍仆 亠 Brand Engagement 束Challenge call損: User Video Content Viral Videos User Video Content Box Challenge An final video example is located by link: http://youtu.be/Q7HsfVY5Yns Being shooted by us, from 3 till 7 videos. Scene variations: Banana from the fridge into a condom; Condoms instead of medicine gloves; Shaking hands, covered with condoms; Underwater filming with condoms. Tossing the creative-boxes to different social groups of people (among the TA) and asking them to stage a comic video scene with the content of the box. The video have to be uploaded to the officialchannel of the project. All of the participants have to be tagged and the video have to be shared in the participants socialnetworks accounts. For doing that all of the shooting crew willbe granted by prizes. Proposed socialgroups: Student s hostels; Creative studios.
  • 22. 舒亳仆亠亠仂于舒仆仆亶 仗仂仍亰仂于舒亠仍 仗仂仄舒亳于舒亠 YouTube-从舒仆舒仍 Self-made video shooting and uploading to the channel 舒从舒亰 仂 仗仂亠从亠 于 仂亳舒仍仆 亠 Brand Engagement 束Challenge call損: User Video Content Viral Videos User Video Content Box Challenge An final video example is located by link: http://youtu.be/Q7HsfVY5Yns Being shooted by us, from 3 till 7 videos. Scene variations: Banana from the fridge into a condom; Condoms instead of medicine gloves; Shaking hands, covered with condoms; Underwater filming with condoms. Tossing the creative-boxes to different social groups of people (among the TA) and asking them to stage a comic video scene with the content of the box. The video have to be uploaded to the officialchannel of the project. All of the participants have to be tagged and the video have to be shared in the participants socialnetworks accounts. For doing that all of the shooting crew willbe granted by prizes. Proposed socialgroups: Student s hostels; Creative studios. Anyone can take part. The mechanics stays simple: 1. Create a comic video with a condom; 2. Share the video, through socialnetwork account with all of the crew tagged; 3. Allow uploading of the video to the contest YouTube-channel; 4. Get the Fun Box as a prize and take part in the drawing of the main prize.
  • 23. 束Fun Box損 - given to each team, who uploaded the video. It includes: T-Shirts with funny and colorful prints; Several bottles with soap bubbles; SeveralYo-Yo toys; Few cracker toys; A huge bunch of candies; Flash drive with a selection of music for a party. Main prize (for optional choose): Organization of a party for the group of winners; Invitation for a party/concert; Weekend tour for a group of people (from 3 to 5) to another country; Semi-professional camera; Acoustic sound system. Rewards
  • 24. Project has all necessary viral effect. There is no need in additional announcement spends. KPI`s*: Project cost** 30 000 uah. Number of participants from 100 to 5 000 participants, from 20 to 1000 uploaded videos. Views forecast from 100 000 to 5 000 000. 束Challenge call損: Forecast * - Forecast indications, which are valid if all of the timings will be strict. ** - Price includes all fees but does not include the price of prizes.
  • 25. Creative solution and adaptation 4
  • 26. Scenario 1 束Sexual scandal with a blogger損
  • 27. 1 2 3 4 6 75 Description: news logo. Description: Speaker in the studio, reading news. Location: Studio News Description: Video with blogger (actor), who speaks about survey. The survey is showed dynamical. Location: blogger in his room. Description: The blogger goes on Kontraktova Square to do a report. Journalists and passers-by are surrounding her. Blogger is experimenting with the product (put it on the phone, on the hand). Location: Kontraktova Square (need actors). Description: The blogger goes by car (highlighted in red). Studio is included. Location: Kontraktovaya (need a car). Description: Studio, speaker finished reading the news. Location: Studio news. Description: news logo.
  • 28. Scenario 2 束Million of people didn`t get out to work today損
  • 29. 1 2 3 4 6 75 Description: news logo. Description: Speaker in the studio, reading news. Location: Studio News Description: The reportagegoes parallel and shots the empty shops, shopping centers, metro, restaurants, city. Location: shop, shopping center, Metro, street, restaurant. Description: Live streaming, reporting from an empty city street. Location: Street. Description: Editorial footage from the bed. People having sex Location: Bed of apartments and hotels. (need actors for the sex scenes). Description: Streaming from the studio, the footage with scenes of a sexual nature are continuing. Location: Studio news. Description: news logo.
  • 31. 1 Description: news logo. 2 Description: Speaker in the studio, reading news. Location: Studio News 3 Description: Streaming from the laboratory. Location: White background, test tubes. 4 Description: Computer graphics molecules. 束 Motion design 損 infographics. 5 Description: Hand holding smart phone. Infographics is shown on the screen. Location: we need a hand. White background. 6 Description: Streaming from the laboratory. Researcher talks about technologic breakthrough. Location: White background. Tubes. Tablet. An actor is needed for the role of the researcher. Description: news logo. 10 7 Description: Streaming from the laboratory. Researcher talks about technologic breakthrough. Location: White background. Tubes. Tablet. An actor is needed for the role of the researcher. 8 Description: Meanwhile - journals articles screenshots are displayed.
  • 32. Cost of adaptation (production time is 3 working weeks)
  • 33. Detailed production cost DIRECTOR & DP Director & DP's fees 26 600 UAH Preproduction expencses 3 750 UAH PREPRODUCTION Location scouting 0 UAH Preproduction travels 0 UAH CASTING & CAST Casting 6 000 UAH Cast 11 100 UAH PERSONNEL Main crew fees 13 000 UAH Crew 25 500 UAH EQUIPMENT Camera, Lenses, Acctssories 6 000 UAH Lighting&Equipment 4 500 UAH Sound equipment 900 UAH Power supply& Other equipment 4 000 UAH Stock& Processing 8 000 UAH PRODUCTION Studio 14 500 UAH Location 18 000 UAH Props & SFX 5 660 UAH Wardrobe & Make-up 5 600 UAH Transport 800 UAH Meals 1 380 UAH Miscellaneous cost 0 UAH TRAVELS PRODUCTION TRAVELS 0 UAH POST PRODUCTION TRAVELS 0 UAH POSTPRODUCTION TC & EDIT 5 500 UAH CGI&VFX 15 700 UAH Music & Sound 3 200 UAH MISCELLANEOUS COSTS 0 UAH TERMS OF PAYMENT SUBTOTAL 179 690 UAH 0% 0 UAH TOTAL excl VAT 179 690 UAH VAT 35 938 UAH TOTAL incl VAT/ 215 628 UAH
  • 35. Forecast of KPI`s and budget Viral project 束Challenge Call損 Number of participants* - from 100 to 5 000 Uploaded videos* from 20 to 1 000 Complex project realization** 30 000 uah. (Taxes and VAT included) Media support (seeding) Seeding 131 000 views Total views* 700 000 Cost 149 216, 13 uah. (Taxes and VAT included) Creative solution Adaptation 215 628,00 uah. (Taxes and VAT included) (production time is 3 working weeks) * - forecast ** - prizes are not included Total: 394 844,13 uah. (Taxes and VAT included)