Documente Academic
Documente Profesional
Documente Cultură
Challenge - Grow the sexual well-being category in India by increasing the frequency of usage,
AND increasing adoption by target segments
Lets have conversations that matter!
BRAND
CHALLENGE - Initiate an engaging brand
conversation with lovers on
celebrating great
sex the Durex way -
Healthy, Fun & Safe!
CONSUMER INSIGHT
Its Good, but I am curious ...
As a matter of fact:
- 62% are open to experimenting with sexual well-being products & toys for more adventure
- 45% want to indulge in role plays/fantasy scenarios to spice things up
- 43% want more romantic/intimate experiences
* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities (Hyderabad, Bangalore,
Mumbai, Pune, Jaipur, & Ahmadabad).
... and I want more!
- The few who do experiment with products are happy with their sex
lives, and dont want to change anything
CONSUMER
INSIGHT
* Based on a survey of 42 men - 17 married, 18 dating/in a relationship, and 7 single men - across 7 cities (Hyderabad, Bangalore,
Mumbai, Pune, Jaipur, & Ahmadabad).
Lets Talk About Sex, Baby!
CULTURAL But most are open to sharing their sexual fantasies with
INSIGHT their partners ...
... and would even prefer talking to their partner, in case
they're not happy with sex in their marriage/relationship
CONSUMERS:
A private digital space, powered by Durex, that
enables a healthy, safe and fun environment for
lovers to spice up conversations & interactions
around SEX, and interactions that lead to it.
BRAND OBJECTIVE:
- An opportunity for Durex to create deep,
emotional brand associations.
- To create a habit that stems from the idea
If its Great Sex, its Got to be Durex!
FIA Mobile App Salient Features
A mobile app that uniquely pairs (via a PIN)
with the app installed on the partners
phone.
A fun, and sexy app that allows couples to:
DISCOVER via fun & naughty quizzes
Play out FANTASY MOVES
PLAY ON naughty 2-player games
Browse REX-O-PEDIA for tips & tricks
Create & capture special MOMENTS
Create & browse user-generated FIA tales
Get local recommendations on movies,
restaurants & special events via RexReccos
Roleplay - Recreate (via chats)
popular scenarios from
Hollywood/Bollywood movies Play modified (naughty & sexy)
(Princess Leia and Han, Devdas versions of popular 2-player
& Paro, Raj & Simran, Salim & games (such as 'Draw my
Anarkali, etc.) thing', 'jigsawce', etc.
- Dedicate a quote/song
Pre-defined or custom- - Capture instagrammed
generates quizzes (7 questions) pictures
for couples to discover naughty - Create a digital scrapbook of
& not-so-naughty things about pictures and conversations
each other from the app
ONLINE STRATEGY
Premium Content Marketing
- Comic strips on Rex & FIAs struggles around dating, relationship & sex in
todays smartphone-mad world (chronological)
- YouTube Comic strips converted to mini YouTube episodes (1.5 to 2 mins
animated videos)
- www.keepkama.in Online central content hub
KEY OBJECTIVE
- To guide visitors to the app download pages on FB & www.keepkaam.in
before they take any action (view a video, comic strip or participate in a poll)
Go where the couples are ...
OFFLINE STRATEGY
Restaurants/Movie Theatres/Shopping Malls
- Rex & FIAs drinks/food recommendations
- Literature on the table/counters Table standees promoting the app
Print
- From Good to Great - A series of articles (sponsored by Durex) on sex-
related advice/opinions (centered around Rex & FIA to subtly promote the
app)
- E.g. Is your smartphone ruining your relationship? Turn it around with
G2G, Rex Todays sexually aware man that every woman needs to
know
Events
Rex & FIAs GREAT Party Series Dance Music concerts across major cities
KEY OBJECTIVE
- To promote the app & content on www.keepkama.in/G2G & Facebook
Coming Alive across touch points
Comic strips & mini
YouTube videos depicting
the couples journey to
greater pleasure
Offline activation at
Rex & Fias dedicated
locations thronged by
social media pages
couples
Good2Great Article
www.keepkama.in
series in print
Online content hub
medium
IN PURSUIT OF PLEASURE
A Perception Problem
Condoms are still perceived as a prevention
product (pregnancy & STD prevention).
Threat of Next Best Alternatives: A necessary evil. Something that interferes with
- Emergency Pills pleasure.
- Faith in partner
Association with PLEASURE and FUN is non-
existent.
#Don'tJustDoIt ...
#KeepKama & #EnjoyIt
The app will help generate Fun & Adventurous conversations amongst lovers ...
... that will also get reflected in Rex & Fia's relationship and sex life.
In a complex market like India, Durexs idea to generate fun & healthy conversations around sex is the
RIGHT first step.
- On an average, Indian consumers spend over 3 hours a day on their smartphones, and one-third of that
time is spent on apps
- Over the last 2 years, there has been a 63% increase in app usage, and a 20% increase in time spent by
users on smartphones
- Social and chat apps are the reason why most new users buy a smartphone
By 2015, 41% of all internet access will exclusively be via mobile phones. Smartphones will become the
primary internet access medium over the next few years.
A win-win for modern retailers & consumers
REX CORNERS
Rex Corner A cooler purchase experience