Durex launched their new Extra Safe Single Condoms into the South African market,
targeting a lower LSM group at an affordable price point.
Matriarch was tasked with creating a 360 degree campaign to launch the Durex Singles within South African Townships.
We needed something relevant to our consumers, something that they could relate to,
and something that would resonate with them.
We found this in Hip Hop.
Matriarch conducted a Hip Hop Talent search across 6 South African Townships, in order to expose new talent to the Hip Hop Scene. Our talent search winner won a trip to the heart of Hip Hop, Brooklyn New York. To drive volumes of the new Durex Singles, we also ran a consumer competition where a lucky consumer also won a trip to New York. This full 360 degree campaign included a PR & media strategy, the use of South African influencers & celebs, a full Experiential campaign targeting consumers, up & coming Hip Hop artists and Spaza shop shop owners, while a full social media strategy was used to drive online conversation & awareness.