I AM COMING

[Student brief] Introducing I AM COMING, an unapologetic multichannel national campaign, celebrating female solitary masturbation and unveiling the Durex new customisable range of sex toys: U do U by Durex. A strategic witty teaser campaign split into 3 phases that excludes any patriarchal presence and rejuvenates the image of the brand. The launch of an exclusive mobile app with a sex toy customisation option.​​​​​​​ Reignite and celebrate female solitary masturbation amongst young females aged 18-25 and exclude any patriarchal figure. De-mystify the language and image associated with sex toys by empowering the young female generation and making sex toys a mainstream object of desire. Increase brand awareness by targeting a new audience while boosting revenue on sex toys and developing. Develop a unique tone of voice and visual language relevant to the target audience but also very relatable to other women of different age groups.

TEASER CAMPAIGN PHASE 1
TEASER CAMPAIGN PHASE 2
CAMPAIGN LAUNCH PHASE 3
MOBILE APP AND CUSTOMISATION OPTION
For digital, it was crucial to design an exciting and relatable interface that would connect instantly with the target audience. From the wireframing, functions, topics, colour theory, typography to the tone of voice, every detail was curated to ensure the best user experience.

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Valerie Bungener
Creative Director | Visual Merchandising Senior Manager