Durian (針言) was proud to help Durex launch their out-of-home (OOH) advertising campaign across MTR stations and bus stops. This campaign captured considerable public attention on Threads and sparked engaging discussions on Xiaohongshu 小紅書, accumulating over 4,000 interactions shortly after its launch. 

The Copy-Driven OOH Campaign

Durian’s copy-driven approach effectively communicated the unique features of the sensitive products in a precise manner, surpassing the impact that visual or musical elements might have achieved. Leveraging the witty brand image we had helped build over the preceding years, our copywriting distinctly highlighted the unique features of each product.

The Compelling Copy

The campaign copy masterfully captured the essence of Durex’s five product series:

[0系]  0套感
戴咗。我真係已經戴咗。

[潤系]  潤滑暢
你想細水長流，我愛洪水猛獸。

[激系]  激情趣
一凹一凸，係愛情；凸凸凸凸，係激情。

[耐系]  耐久力
「愛是恆久忍耐」，你又可以幾耐？

[薄系]  薄貼透
如有待薄，多多享受。

Driving Engagement on Social Media

Beyond OOH, Durian created Hong Kong’s first dual psychological test for social media, designed to assist couples in finding their ideal fit among the diverse range of Durex condoms. This innovative test considered various scenarios, moods, personal dynamics, weather conditions, and more. 

KOLs such as Deep Ng（吳浩康）& his wife, as well as 東方昇 & 專家 Dickson participated in the dual test, which helped highlight the unique benefits of different condom categories and promoted their usage.