Matriarch

Client: Durex

Case Study: The One Campaign

INSIGHT

Durex launched their new Extra Safe Single Condoms into the South African market in 2015, targeting a lower LSM group at an affordable price point. Matriarch was tasked with launching the new Durex Singles within South African townships. For this activation to work successfully, we needed something relevant to our consumers that they could relate to, and that would resonate with them. We found this in Hip Hop.

OUR THINKING

Our aim was to engage with our target market through this highly appealing and relevant touch point. This could be achieved by offering a hugely aspirational, grand prize at the heart of our campaign. Through this grand prize we hoped to completely captivate our target market, and drive Durex sales volumes through Spaza shops. Activities leading-up to the grand prize generated awareness and hype for the brand.

The Grand Prize

We were giving Hip Hop fans the ultimate prize: a trip to the birthplace of Hip Hop, New York. Our winners would get to watch the world’s top artists perform at the Brooklyn Hip Hop Festival and go on an unforgettable journey through the history and evolution of New Yorks Hip Hop culture.

Consumer Competition

One lucky consumer and their partner got the chance to win this prize – by simply making their Durex Extra Safe Single Condom purchase at their local Spaza shop, and sending in their product barcode to our USSD line.

Durex Hip Hop Talent Search

Durex then set out to expose and offer this once in a lifetime opportunity to new talent within the local Hip Hop scene through our Hip Hop Talent Search. Our teams scouted the local townships for the hottest, untapped Hip Hop artists throughout the country.

The Results

  • 60 000 consumers through our Taxi Rank activities and Kasi events
  • 17 412 Durex Extra Safe Singles sold through our Wholesale in-stores and Kasi Events
  • 1 092,436 Twitter Impressions through our Kasi Events and Hip Hop Talent Search
  • 299,023 direct Twitter reach through our Kasi Events and Hip Hop Talent Search
  • 646 106 Instagram impressions through our Kasi Events and Hip Hop Talent Search