Introducing The Little Devil By Durex

Sabrina Spong, Amsterdam

This summer Durex launched the Little Devil, the newest toy in their Play range. The Little Devil is a vibrating penis ring with a little devil’s head for extra clitoral stimulation. Edelman Amsterdam proposed an activity to tease the editors prior to the product launch and even create some online buzz via social media. This action resulted in a two-staged campaign.

Part I: Teasing Editors

As a way of ‘foreplay’, Edelman Amsterdam created a teaser video to trigger curiosity for the Little Devil. The video captured the range of reactions as people of various age groups were presented a little red box with the Little Devil inside. The video, which starts and ends with subtle hints to the Little Devil, shows the range of both hysterical and disgusted faces as people react to an (for the viewer) unidentified object inside a little red box. The journalists received the link to the video via an email announcing that a ‘little devil’ would be coming to them soon. Only after they receive the product mailing they would find out what the trigger was for all the different kind of reactions in the video. As a result of sending out the media teaser, the video received over 40 views within the first half-hour. There were also numerous enthusiastic replies from journalists telling us that we genuinely triggered their curiosity, with some even requesting to publish the video. Click here to see the video: “How does Holland react on the Little Devil?”

Part II: Devil In A Box

After the first phase, we sent the journalists a product mailing so they could experience the product for themselves prior to writing about it. By this point, the teaser video had already sparked attention for the product mailing, which also had the same cheeky touch to it. The mailing included the same red box from the teaser video with the product inside and a card with the text: “What will release your inner devil?”

The editors from one of the most prominent Dutch magazines for young women, Viva were so surprised with the mailing that they wrote a very positive post on their Facebook fan page in which they raffled the Little Devil. Due to the positive feedback and great response on their raffle, we supplied them with ten additional Little Devils. In addition, the press release was picked up by several blogs and online media. On top of that we also surprised the producers of one of the largest Dutch radio stations, radio Veronica, with the product mailing. Resulting in 15 minutes of fame: a live interview with Durex’ product manager about the Little Devil. In total, about 256,000 people within the target group where reached. We´re confident that this two-staged approach won´t be like a ´one-night stand’, but rather serves as inspiration for future projects with Durex.