Durex: RTM Post
•Strategy: Elisa Malizia •Copywriting: Elisa Malizia •Concept: Elisa Malizia •Visual: courtesy of the respective agency
Durex Italy has always fostered a close bond with its community. This connection is built on immediate communication that follows current trends, enabling the audience to relate and feel immediately involved. Humor tailored to the target demographic has consistently been the linchpin for maintaining a steady and active relationship with users, and Real-Time Marketing (RTM) has been one of the strategies the brand consistently adopts.
Despite various legal and health constraints (given that it's always a medical device), we've successfully showcased the product through thoughtful RTM initiatives. We've never hopped on the news just for the sake of it; instead, we've always meticulously selected topics that resonate with the brand.
Brief: searching for lifestyle, sports, and current affairs news (excluding politics or crime) that can be functional for RTM content related to the brand.
Purpose: create a connection with the community, generate virality to attract new audiences.
ADV: never, all RTM content were organic.