1. Case Study 866.459.7606
www.doubleclick.com/dfa
Durex Condoms Leverages DART® for Advertisers
for First Online Campaign
Client
Durex brand of condoms is owned by SSL international. Sold in over 150
countries worldwide and market leader in more than 40 markets, the Durex
brand accounts for 26% of the world’s condom market, making it the #1
condom brand in the world.
Objectives
Durex wanted to test the effectiveness of online advertising for reaching their
target audience of young males. Research had shown a growing shift in
media consumption among this group toward the Internet. As a first-time
online advertiser, Durex wanted to generate awareness and develop
benchmarks for response
Strategy
Durex’ agency, Fitzgerald+Co., developed and launched the first online
campaign for Durex Love condom using the cost savings generated from a
successful radio campaign. With a small budget allocated to testing online,
Fitzgerald+Co. focused on generating awareness by creating attention-grabbing
ads that pushed responders to a micro-site to interact with the
brand through quizzes, and spread viral brand awareness through
customizable e-postcards.
Execution
The “Love Poems” campaign targeted 18-24 year-old males with online ads
featuring reddish flame-colored backgrounds that echoed the product
packaging, with a devil-heart shaped character offering provocative widsom
about how to get someone in a sexy mood. The campaign included multiple
ad units including banners, skyscrapers, leaderboards and pop-ups, which ran
on a men’s lifestyle site and a general entertainment site. Those who clicked
“DART for Advertisers
provides key metrics that really
help advertisers like Durex
understand what works for
their online advertising so
results can be optimized for the
future.”
Melissa Baker
VP, Media Planning Director
Fitzgerald & Co

2. www.doubleclick.com/dfa
on the ads arrived at a micro-site that enabled them to take a quiz that
helped them customize a love poem and/or select a personality type, and
background to compose a fun HTML email message to send to a friend.
Solutions
Fitzgerald+Co. used DART for Advertisers (DFA) to manage, track and
analyze the performance of the online ad campaign. DFA’s ReportCentral
provided detailed reporting so that the agency could monitor and measure
delivery status of the campaign and responsiveness to the various ad creative
types for each site placement.
Results
n Overall, the campaign overdelivered impressions by 39%, but results
showed one site underdelivered in key site areas, which enabled the
agency to negotiate a make-good credit for a future campaign.
n Click-through rates ranged from 0.10 to 0.63%. The men’s lifestyle site
showed greater consistency in click-through response and an average
click-through rate of 0.23%, on par with the industry average.
n Site traffic generated from the online advertising campaign helped drive
more than 28,000 session visits to the Love Poems micro-site.
n The agency created a subsequent ad campaign with the Love Poems
concept on a single game-oriented website to focus the impact of a
limited budget. The subsequent campaign achieved 0.60% average click-through
rate and more than 110,000 session vistis to the micro-site.
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