Durex believes that the best way to educate boys to use condoms is not talking about sexually transmitted diseases, but about evidence of their experience of being parents, even if virtual.
They have created the application Durex baby. The user has to care for a baby like a tamagotchi: he has to feed the baby, change the diapers, wash him, etc. If he does not take really care about the baby, the child will began to cry loudly. Each time he does, the application reminds you to use Durex brand.
In addition, the application is connected to Facebook and the first-dad steps are published in the social network so their friends can follow their progress.
The agency from Denmark, AKQA is responsible of developing this marketing action.
Blanca Vidal
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