Home  › Media › Video
durex-earth-hour

Durex Video Tells Couples to #TurnOfftoTurnOn for Earth Hour

  |  March 25, 2014   |  Comments

Durex says the film is "a passionate plea to escape the screen and embrace the physical." One week after it was posted to YouTube, the video had more than 2 million views.

durex-earth-hourSexual well-being brand Durex is capitalizing upon Earth Hour on March 29 by encouraging consumers to "take the opportunity to reconnect with each other while the lights are out."

Citing studies that found consumers pay more attention to their gadgets than their significant others, Durex says it released a YouTube video that follows "the stories of several couples who have become distracted by the lure of a screen."

The video was posted March 14. As of March 25, it has 5.2 million views.

Durex says the film is "a passionate plea to escape the screen and embrace the physical."

Earth Hour, a movement that encourages consumers to turn off non-essential lights from 8:30 to 9:30 local time as a symbol of environmental awareness, makes for as good an excuse as any, the brand says.

"Earth Hour is a great, yet rare excuse for couples to give each other their undivided attention. With over 80 years bedroom experience, Durex knows physical touch and intimacy are extremely important for feeling connected in your relationship," says Aurore Trepo, marketing director of Durex USA, in a statement. "And with recent survey research revealing our smartphones get more attention than our partners, we want to encourage all of America to turn off and get turned on for March 29."

The brand is also using the hashtag #TurnOffToTurnOn with a series of promotional images on Facebook and Twitter.

Durex has 654,000 Facebook likes and @Durex_USA has 4,800 Twitter followers.

Durex is a brand from global consumer goods company Reckitt Benckiser, which is also responsible for additional brands including Mucinex, Lysol, Clearasil, Veet, Finish, Vanish, Woolite, Calgon, Air Wick, and French's.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...