You would think that the World Cup and sex go great together. It’s a celebration of love, love for sports and love for people. However, statistics have proven the opposite. Sexual activity is reduced by 40% during the World Cup. Durex wanted to change that and bring attention back to sex and at the same time, express its support for the national team in a fun and quirky way.
Society norms in Turkey are still rather conservative and sex-related products are difficult to market in such conditions. Durex faced serious challenges in its efforts to communicate the product benefits and generate word-of-mouth. One of the obvious ways to get past official or unofficial censorship was by targeting social channels on the web.