There are over 2.5 million potential condom consumers in Ukraine who use the internet. Durex and Contex are the leading brands. Competitors have been inactive on the internet, presenting an opportunity. The strategy is to inform Ukrainian internet users about Durex's new RealFeel sub-brand through a viral campaign using True View In-Display on YouTube and a "Challenge Call" encouraging users to make comic videos with condoms for prizes. The budget forecast is $394,844 for seeding 131,000 views, reaching 700,000 total views, and adapting creative content over 3 weeks.

1. September 2014
Durex - RealFeel

2. 1. TA analysis and competitors activity
2. Strategy
3. Media solution
4. Creative solution and adaptation
5. Budget forecast and KPI`s
Content

3. TA analysis and competitors activity
1

4. 75% 80% 85% 90% 95% 100%
Do not buy condoms Buy condoms Buy condoms and use internet
More than 2 500 000 potential consumers in UA Internet
3 000 000 people amount of the Ukraine
population, bought condoms for the period
of the last 6 months.
Out of them 2 500 000 people have
regular internet access.
Source: TNS Q1+Q2/2014, TA 15-65 y.o., settlements 50 000 +

5. Preferred brands
Internet audience is predisposed to buy high-price
category brands of condoms.
Contex and Durex are the leading brands by a wide
margin.
48%
22%
7%
4%
4%
Source: TNS Q1+Q2/2014, TA 15-65 y.o., Internet users, settlements 50 000 +

6. Competitors are inactive on the Internet
Source: Arianna/2014, agency expert evaluation. Banners budget SOS evaluation. AdvertTrack. Banner activity SOV
After analyzing the category activity it was
revealed, that the only active brand, for the first
half of the year 2014 was the brand Durex.
It is the perfect opportunity to create the direct
contact with the TA representatives via Internet
media channel. This will allow to gain the
leadership in preferences among the Internet
audience.

7. There is more than 2 500 000 people who are
potenial condoms consumers among all of the UA
Internet users.
The preferences leader, among all of the UA
Internet users, is the brand Contex.
The lack of activity from the competition is great
opportunity to take the first place in terms of
preferences among UA Internet users.
Conclusion

8. Strategy
2

9. Inform UA Internet users about the launch of the new Durex
sub-brand - RealFeel.
Goal

10. Concentrated breakthrough, among the minimum points of
contact.
Strategy solution

11. High controllability
Low cost of contact
TA relevance
Maximization of the viral effect
Key benefits of the strategy

12. Media solution
3

13. The total number of views is the main indicator of a viral
campaign. We accept it for the key KPI`s indicator.
Total views number as the main KPI

14. Use only PPV buying model instruments.
Viral effect depends directly from the viral power. In media it means the volume of
seeding.

15. The instrument, which solves
the assigned task, allows to
show the video to the relevant
audience and allows us to
perform payment by PPV
model .
Definition of the tools

16. True View In-Display format allows to promote a
video via YouTube video hosting, with allowance to
pay only for a vieo view.
After clicking on the video – user will be redirected to
the YouTube channel, where the video is located.
There user can not only like and share the video, but
also watch all of the other content, which is
uploaded to the channel. The payment is performed
only for the view for the clicked video.
KPI`s:
Guaranteed number of views - 131 000;
Final number of views forecast– 700 000;
Reach – more than 1 500 000 users;
Reach of TA – 35%.
True View In-Display

17. Seeding: Consumer route
True View
In-Display
Watches
relevant
YouTube-content
Brand
Engagement
Video 2
Video 1
Video 3
Video and
channel support

18. Activating users by making them involved to the whole
project.
«Challenge call»

19. «Challenge call»: Consumer route
Box
Challenge
Viral
Videos
User Video
Content
Interested user is
watching our
YouTube-channel
Self-made video
shooting and
uploading to the
channel
Sharing in social
networks the
information about
the project
Brand
Engagement

20. Заинтересованный
пользователь
просматривает
YouTube-канал
Self-made video
shooting and
uploading to the
channel
Рассказ о проекте
в
социальных сетях
Brand
Engagement
«Challenge call»: User Video Content
Viral
Videos
User Video
Content
Box
Challenge
Tossing the creative-boxes to different social
groups of people (among the TA) and asking
them to stage a comic video scene with the
content of the box. The video have to be
uploaded to the officialchannel of the
project. All of the participants have to be
tagged and the video have to be shared in the
participants socialnetworks accounts. For
doing that – all of the shooting crew willbe
granted by prizes.
Proposed socialgroups:
• Student s hostels;
• Creative studios.

21. Заинтересованный
пользователь
просматривает
YouTube-канал
Self-made video
shooting and
uploading to the
channel
Рассказ о проекте
в
социальных сетях
Brand
Engagement
«Challenge call»: User Video Content
Viral
Videos
User Video
Content
Box
Challenge
An final video example is located by link:
http://youtu.be/Q7HsfVY5Yns
Being shooted by us, from 3 till 7 videos.
Scene variations:
Banana from the fridge into a condom;
Condoms instead of medicine gloves;
Shaking hands, covered with condoms;
Underwater filming with condoms.
Tossing the creative-boxes to different social
groups of people (among the TA) and asking
them to stage a comic video scene with the
content of the box. The video have to be
uploaded to the officialchannel of the
project. All of the participants have to be
tagged and the video have to be shared in the
participants socialnetworks accounts. For
doing that – all of the shooting crew willbe
granted by prizes.
Proposed socialgroups:
• Student s hostels;
• Creative studios.

22. Заинтересованный
пользователь
просматривает
YouTube-канал
Self-made video
shooting and
uploading to the
channel
Рассказ о проекте
в
социальных сетях
Brand
Engagement
«Challenge call»: User Video Content
Viral
Videos
User Video
Content
Box
Challenge
An final video example is located by link:
http://youtu.be/Q7HsfVY5Yns
Being shooted by us, from 3 till 7 videos.
Scene variations:
Banana from the fridge into a condom;
Condoms instead of medicine gloves;
Shaking hands, covered with condoms;
Underwater filming with condoms.
Tossing the creative-boxes to different social
groups of people (among the TA) and asking
them to stage a comic video scene with the
content of the box. The video have to be
uploaded to the officialchannel of the
project. All of the participants have to be
tagged and the video have to be shared in the
participants socialnetworks accounts. For
doing that – all of the shooting crew willbe
granted by prizes.
Proposed socialgroups:
• Student s hostels;
• Creative studios.
Anyone can take part.
The mechanics stays simple:
1. Create a comic video with a condom;
2. Share the video, through socialnetwork account
with all of the crew tagged;
3. Allow uploading of the video to the contest
YouTube-channel;
4. Get the “Fun Box” as a prize and take part in
the drawing of the main prize.

23. «Fun Box» - given to each team, who uploaded the video. It
includes:
• T-Shirts with funny and colorful prints;
• Several bottles with soap bubbles;
• SeveralYo-Yo toys;
• Few cracker toys;
• A huge bunch of candies;
• Flash drive with a selection of music for a party.
Main prize (for optional choose):
• Organization of a party for the group of winners;
• Invitation for a party/concert;
• Weekend tour for a group of people (from 3 to 5) to another
country;
• Semi-professional camera;
• Acoustic sound system.
Rewards

24. Project has all necessary viral effect. There is
no need in additional announcement spends.
KPI`s*:
Project cost** – 30 000 uah.
Number of participants – from 100 to 5 000
participants, from 20 to 1000 uploaded videos.
Views forecast – from 100 000 to 5 000 000.
«Challenge call»: Forecast
* - Forecast indications, which are valid if all of the timings will be strict.
** - Price includes all fees but does not include the price of prizes.

25. Creative solution and adaptation
4

26. Scenario 1
«Sexual scandal with a blogger»

27. 1 2 3 4
6 75
Description: news logo. Description: Speaker in the studio,
reading news.
Location: Studio News
Description: Video with blogger
(actor), who speaks about survey. The
survey is showed dynamical.
Location: blogger in his room.
Description: The blogger goes on
Kontraktova Square to do a report.
Journalists and passers-by are
surrounding her.
Blogger is experimenting with the
product (put it on the phone, on the
hand).
Location: Kontraktova Square
(need actors).
Description: The blogger goes by car
(highlighted in red).
Studio is included.
Location: Kontraktovaya
(need a car).
Description: Studio, speaker finished
reading the news.
Location: Studio news.
Description: news logo.

28. Scenario 2
«Million of people didn`t get out to work today»

29. 1 2 3 4
6 75
Description: news logo. Description: Speaker in the studio,
reading news.
Location: Studio News
Description: The reportagegoes
parallel and shots the empty shops,
shopping centers, metro, restaurants,
city.
Location: shop, shopping center,
Metro, street, restaurant.
Description: Live streaming, reporting
from an empty city street.
Location: Street.
Description: Editorial footage from
the bed. People having sex
Location: Bed of apartments and
hotels.
(need actors for the sex scenes).
Description: Streaming from the
studio, the footage with scenes of a
sexual nature are continuing.
Location: Studio news.
Description: news logo.

30. Scenario 3
«Technological breakthrough»

31. 1
Description: news logo.
2
Description: Speaker in the studio,
reading news.
Location: Studio News
3
Description: Streaming from the
laboratory.
Location: White background, test
tubes.
4
Description: Computer graphics
molecules.
« Motion design » infographics.
5
Description: Hand holding smart
phone. Infographics is shown on the
screen.
Location: we need a hand.
White background.
6
Description: Streaming from the
laboratory. Researcher talks about
technologic breakthrough.
Location: White background. Tubes.
Tablet. An actor is needed for the
role of the researcher.
Description: news logo.
10
7
Description: Streaming from the
laboratory. Researcher talks about
technologic breakthrough.
Location: White background. Tubes.
Tablet. An actor is needed for the
role of the researcher.
8
Description: Meanwhile - journals
articles screenshots are displayed.

32. Cost of adaptation
(production time is 3 working weeks)

33. Detailed production cost
DIRECTOR & DP Director & DP's fees 26 600 UAH
Preproduction expencses 3 750 UAH
PREPRODUCTION Location scouting 0 UAH
Preproduction travels 0 UAH
CASTING & CAST Casting 6 000 UAH
Cast 11 100 UAH
PERSONNEL Main crew fees 13 000 UAH
Crew 25 500 UAH
EQUIPMENT Camera, Lenses, Acctssories 6 000 UAH
Lighting&Equipment 4 500 UAH
Sound equipment 900 UAH
Power supply& Other equipment 4 000 UAH
Stock& Processing 8 000 UAH
PRODUCTION Studio 14 500 UAH
Location 18 000 UAH
Props & SFX 5 660 UAH
Wardrobe & Make-up 5 600 UAH
Transport 800 UAH
Meals 1 380 UAH
Miscellaneous cost 0 UAH
TRAVELS PRODUCTION TRAVELS 0 UAH
POST PRODUCTION TRAVELS 0 UAH
POSTPRODUCTION TC & EDIT 5 500 UAH
CGI&VFX 15 700 UAH
Music & Sound 3 200 UAH
MISCELLANEOUS COSTS 0 UAH
TERMS OF PAYMENT SUBTOTAL 179 690 UAH
0% 0 UAH
TOTAL excl VAT 179 690 UAH
VAT 35 938 UAH
TOTAL incl VAT/ 215 628 UAH

34. Budget forecast and KPI`s
5

35. Forecast of KPI`s and budget
Viral project «Challenge Call»
Number of participants* - from 100 to 5 000
Uploaded videos* – from 20 to 1 000
Complex project realization** – 30 000 uah. (Taxes and VAT included)
Media support (seeding)
Seeding – 131 000 views
Total views* – 700 000
Cost – 149 216, 13 uah. (Taxes and VAT included)
Creative solution
Adaptation – 215 628,00 uah. (Taxes and VAT included)
(production time is 3 working weeks)
* - forecast
** - prizes are not included
Total: 394 844,13 uah. (Taxes and VAT included)

36. Thank you!