Nowadays when creating a television commercial you run into two big problems: Most people really just don’t care while the price tag is increasing by the year. So, how are you going to get your viewer interested and keep prices as low as possible? Durex came with a very creative idea no one can – or wants to – ignore.
The Durex master plan
Take a look at this commercial, and then let’s talk.
The new Durex campaign
Of course Durex is the perfect brand to create a commercial that intrigues on this level: What could be more exciting than seeing what happens behind closed doors, and what is more annoying than not having the app to see it?
The app, that can be downloaded from iTunes and Google Play for free, works by using a mobile’s camera and microphone when pointed at the screen while the commercial is playing. The advert is detected and the second screen is activated.
But that’s not all, Durex was cleaver enough to let the app function as a full mobile version of the new Durex online retail site, giving users access to articles, advice from experts and of course the webshop.
This is what the new Durex app looks like
What makes this strategy different?
First off, a number of sources say this is a world’s first for connecting to the second screen. Although I can’t verify that, I can however say this: According to Aden Hepburn, founder of Digital Buzz Blog, these ‘dual experience’ ads are a promising trend for 2015, as brands start to explore new ways to tell stories with tech. http://www.digitalbuzzblog.com/durex-launches-worlds-first-dual-screen-film-ad-campaign/
Second, while television ads are increasingly expensive, less attention is given to them by the viewer. If you are interested, here’s a link to a Harvard business paper called ‘The rising cost of Consumer Attention’. Television commercials can still be very effective, but just need that little extra bit to make them stand out.
This graph from the paper shows how the attention for TV ads has decreased over the years
To build upon my last point, this is an extremely integrated campaign. Instead of just sending out a simple message – television advertisement – this advertisement is engaging through multiple platforms including online, TV, mobile, social, digital, search and print. This is the new way of engaging.
And last, every campaign has a call to action, which could be anything between ‘buy our products’ or ‘like our Facebook page’. However, when the user has already downloaded the app (which could be a goal by itself, really) this brings your target audience so much closer to your website, products or wherever you want them to go to, instead of just apathetically watching at the television screen.
With almost everyone owning some kind of a second screen, this certainly is an interesting trend to follow during the next year. It’s all about using what you have in a new way.