Intimate Sessions is a new initiative from Durex that brings music lovers closer together and closer to their favourite artists via a series of intimate gigs
The programme’s tagline is that these Durex shows are all about ‘Getting you closer to the music. And each other’.
The small venues ensure that couples won’t end up merely glimpsing the acts from the back of a huge arena crowd. In fact, Durex is offering a chance to meet the stars after the shows.
For a brand based on bringing people physically close together, this activity sees it bring its personal intimacy positioning alive through music.
Durex Intimate Sessions sees the company run a series of sets in small venues for 250 – exclusively available in pairs for Durex competition winners
The UK concert series, created by TWM, features artists such as AlunaGeorge, Wretch 32, Little Comets and Tribes.
The first Durex Intimate Session sees award-winning rapper Wretch 32 at the snug Glee Club in Birmingham on the 18 September.
The programme also sees the Reckitt Benckiser brand link up with streaming service Spotify, music magazine NME and Microsoft service MSN, as the programme is promoted across digital networks.
The campaign revolves around a bespoke microsite (at www.durexintimatesessions.co.uk) and Facebook (at https://www.facebook.com/DurexUK), as well as promotion via the #IntimateSessions hashtag.
The competition mechanic revolves around on-pack codes.
National chemist chain Boots is selling Durex Ultra Thin Feel condoms with special codes printed on the packaging and every single code enables the purchaser to register to win tickets.
Those purchasing packs can enter as many times as they like: which, as the brand’s copy puts it, provides ‘The perfect excuse to ‘run out’ of Durex quicker than usual’.
Visitors to the Intimate Sessions website can also apply for tickets online.
For those unlucky enough not to win tickets, the brand will also film the gigs, behind-the-scenes footage and artist interviews and load the videos onto the campaign website.
Comment
In recent months Durex has been linked to several music marketing stories and initiatives.
Previously the faces of the popstars JLS appeared across its packaging, while it also released a music-led campaign in 2012 called ‘In Sync’.
This campaign, for Durex Performax Intense condoms, included a film showing two turntables playing ‘Let’s Get it On’ by Marvin Gaye at two different speeds which slowly become in-sync with each other the play the track coherently, as well as a Facebook game called ‘How in-sync are you?’.
The aim of the campaign was to highlight the product properties which aim to ‘slow him down and speed her up’ to achieve mutual climax.
This summer also saw Daft Punk and record label Columbia send packs of Durex condoms featuring an on-pack the cover image of the band’s summer super hit ‘Get Lucky’ to fellow DJs.
Subsequently, artist Diplo posted a picture of his pack on Instagram with the message ‘Thank God I had those Daft Punk condoms last night’.
While Durex official denied it had a Daft Punk or Columbia Music partnership, a spokesperson for the brand did comment on the story by saying ‘We do hope that by using Durex condoms, music-lovers will continue to make sweet music together and have great sex!’.
Links
Intimate Sessions Website
www.durexintimatesessions.co.uk
Durex Facebook
https://www.facebook.com/DurexUK
