As part of introduction to media planning, we were given assigned the brand 'Durex' for which we had to identify dynamics, define goals and design a media campaign keeping in mind the consumer journey of the same . We developed an insight on the 'senior guy'. That guy who influences and drives sex life related conversations in peer groups. Presented to : Professor Pratibha Pat Vinayak PPT Design and Edits : Krishni Miglani

1. INTRODUCTION TO MEDIA
PLANNING
GROUP 1
Aishwarya Nair|Amandeep Kocchar|Devendra Dave|Krishni Miglani|Kushagra Gupta|
Nitika Singh | Rajeshwari Sahay| Raunak Kapoor|Ronika Sarin|Tejinder Kaur

2. BRAND DYNAMIC
Enabling Playful Association With Sex For Both Partners

3. CULTURE DYNAMIC
Make sex a discussion worthy topic in adult routine
life.

4. CELEBRATE SEX
SPEAK THE UNSPOKEN

5. • To increase
market share of
Durex
• Make the
category more
spoken about
GOALS
• Urban Youth Population
i.e. both men & women
aged 16-28.
• Go getters who love to
party and have fun.
TARGET AUDIENCE

6. CONSUMER JOURNEY
Discover Involve Act Share

7. INSIGHT AND IDEA DEVELOPMENT
• Based on our primary research, we
realised there was a senior influencer in
every guy gang who was looked upon by
everyone for sex related advice.
• This guy could be your elder brother,
your colleague, guy who taught you
football.
• Basically someone who’s taught you the
tricks of the trade.
• To build up on the same we built a
persona ‘Rex’ who has a good sex life
and doesn’t shy away from sharing the
same.

8. DISCOVERY

9. • To build on the proposition ‘sex is fun’, our first stage
will involve ‘ice breaking’ with the customers.
• The 1st Phase of Discoverability will rely on web series
themed around a character Rex, the sex guru.
• This will be a detailed way to speak to our TG to deal
with their anxiety by making it a conversation.
• The campaign will be centred in 4 metro cities : Delhi
Bangalore, Kolkata and Bombay ( places where our
TG is).
DISCOVERY

10. WHO DA
REX?

11. • Age-25
• Works hard, parties
harder
• Sex guru of his peer
group
About Rex & The City
Aditya Kabir and Rahul

12. MEDIA MIX and RATIONALE
•Digital Web series titled ‘Rex And The City’ that revolves around
the character Rex, his friends and their sex lives.
Rationale :
• We will present it on digital platforms primarily YouTube which
is a more relevant medium than TV for our target audience.
•Lesser restrictions on YouTube content as compared to TV
•Since our target group (15-35) spends the maximum amount of
time online. We aimed at YouTube as a channel that would help
us drive awareness and curiosity amongst the target group.

13. ENHANCERS
Character Building on Various Social Media
Platforms :
•Facebook fan page for title character
• ‘Rex’-tips on Twitter ( as opposed to sex tips)
•‘Rex’-tapes using Vine ( sex tapes)
•Ads & Branded Content on Dating Websites like
Tinder
•Content Partnering with platforms like Cosmo &
GQ

14. INVOLVE

15. INVOLVE
•Using OOH to target office-goers & College
activations to target students
•Digitally produce and market 5 episodes (a new
episode every 3 days) and Rex asks situational
questions on a digital billboard
•Billboards will be placed at office transit areas
like Cyber Hub, UB City, BKC etc. and colleges
will digital screens ( DU circuit and Bombay
Hubs)
MEDIA USED :OOH- DIGITAL
BILLBOARDS accompanied with app

16. INVOLVE
•Virtual reality format of quiz( Quiz Up )
•Scan QR code to download app through cumulative
scores can be viewed
•All 5 episodes, snippet of next episode, Rex tips
preloaded along with durex shopping locales on the
app
RATIONALE :
•We are trying to create a connect with the consumer
and involve them with the product. In order to do this we
will be using OOH and digital as platforms to increase
usability and experiential involvement.
•There will be a QR code that connects it to our app and
lets you score back home as well.
MOBILE APP

17. INVOLVE
• The Quiz Final scores from all four cities will be
calculated
•The winning city is “Rex”, the rest take up
characters Rahul Kabir..
•Throughout the campaign the scores of all cities
will be displayed (leaderboard)
•Divided by cities, united by the spirit of Rex
•The winning city gets to host the “Do The Rex”
Party

18. ACT

19. ACT
• ‘Do The Rex’ Party- 20 winners from each city and 100 winners from the
host city
• Page 3 press releases- pre party, post party
• The Party will thus become an annual durex property
• People at the party will be normal people ( culminating associations with
tinder and dating apps). It will be a celebrity free party, where the real people
party!
Earned media- Through Shares and Selfie Revolution
Condom vending machines at billboard locations as well as party location
Publicity Generation
Party Gossips

20. RATIONALE
In order to get our consumer face to face with the brand to enable a two way
communication between the two parties we have chosen events as a platform
that will help us create a dialogue with the consumer.
Throughout our communication so far we have taken the consumer through
various phases and made him feel that "HE" is the brand. This is what leads him
to sharing information about the product with his peers and acts as a talking
point.

21. CYCLE BINDING
Out of the 160 party winners , we will shortlist 4 and have a selection for
the next ‘Rex’ who will lead our Web Series.
Rationale :
Today’s Youth is irreverent and doesn’t believe in ‘fabjam’, they are
more realistic and enjoy real people over celebrities.
Hence, the bandwagon will take the consumer as the celebrity and the
mass adopter.
This will aid both the category as well as the brand’s market share.

22. SCHEDULING

23. THANK YOU