Blog

Objective / insight

• Internet enlightens and entertains us, it can also be place that turns people angry.
• Sex is still considered as a taboo topic in China and a systematic, well-structured sex education is often missing in this country, even for the millennials. Young generation seeks to find a safe and private platform to talk about sex, freely and privately.
• Wechat is the most used instant messaging App in China. With its H5 service, users (including brands’ official account) can create interactive campaigns such as games, invites, animations, mobile shaking triggers and many other interactive platforms.

Implemented strategy

• A chatbot is integrated in Durex official account on Wechat. Users can talk with Durex chatbot by asking questions such as “position” and get an answer and even more detailed information relative to its question.
• A database gathered statistics around various sex topics such as when and how people communicate about sexual relationships. Users can have access to this database through chatbot.
• Users can also text keywords or navigate its menu options to find Durex’s version of “Wikipedia” and “Urban Dictionary” to learn more about sex.
• To promote the chatbot, Durex launched the “Durex Art Museum”, accessible through a QR code, a virtual space with artworks, provided by 12 artists, illustrating their understanding about sexuality.