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Durex conducts Embrace the PDA campaign
By Adnews Staff
Condom maker Durex Canada has begun a social media campaign called "Embrace the PDA" in support of its Lovers Embrace Pleasure Gels product line. The initiative encourages consumers to share photographs of themselves engaging in a public display of affection via Twitter, Facebook or Instagram. A selection of the submissions will be displayed on a billboard at Yonge-Dundas Square in Toronto. Participants will also be entered in to a draw for one of five $500 gift cards.
The campaign, which was developed by Maverick of Toronto, will run until Sept. 15. Supporting television creative was developed by Havas Worldwide, with media buying by Aegis Canada.
"In our social world, our lives are defined by the photos we share, so our strategy was simple," said said Micha Goddard, vice-president of integrated consumer marketing at Maverick. "Leverage that desire with a campaign that focuses on what our target is already doing. By simply adding our hashtag to a photo, fans have a unique opportunity to get 15 minutes of fame by being a part of the advertising, which they then get to share back to their social network."