Durex seek us for creating their Q3 campaign with an aim of boosting online sales. The challenge is that being the dominant condom brand in Hong Kong for years, with a market share of over 50%, further boosting sales for Durex should be more than just overtaking their competitor, the goal is to overtake it old-self. 

With Durex's strong dominance in the condom market, our strategy to enhance online sales is to capture the attention of a younger, trend-savvy audience. We’re targeting university students who are both familiar with online shopping and increasingly open about sexual wellness. To welcome them into adulthood, we are launching an exclusive Love Club at eight universities in Hong Kong during their orientation weeks. Our objective is to position our brand as the first choice for condoms, creating a strong initial impression and establish brand loyalty as these students begin their sex-exploring journey. By engaging with them early, we aim to become their go-to brand for safe and enjoyable experiences.