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THE BIG IDEA
Durex let users Put A Cap On It – a fun and informative game that gave users the control over India’s population, virtually.

EXECUTION
Put A Cap On IT had its own website. The uniqueness of the game was in its core design – it tracked the population growth of India real time. It showed the population count increase by 1 every 1.5 seconds depicting India’s population growth rate at the time of the campaign. And every increase was depicted with animated free floating sperms appearing on the screen.

But here’s the fun part - the game let users click on sperms to cover them with different coloured condoms. Hence the name - Put A Cap On It. The faster the user clicked, the quicker the population counter showed corresponding reduction in population growth. And to make the game more interesting, there were different levels starting with "Virgin" and ending with "Saviour Of Mankind" with varied levels in between. Soon, everyone was happily competing & contributing in controlling India’s population growth.


BRIEF
The most popular condom brand in India wanted to create awareness amongst all age groups on World Population Day. But the challenge at hand was to highlight responsible sex without coming off too cheeky or preachy.


INSIGHT
India may be a fast developing nation with a progressive outlook, but it speaks in hush-hush tones when it comes to sex. Hence, the message needed to be put forth subtly but firmly.


RESULTS

The message was conveyed effectively. Users shared the experience through Facebook connect thereby viralling the game. Soon, the numbers followed:
  • Caps - 12,450 were put on
  • Engagement-avg. time of 8 minutes spent on the site

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