Durex brand’s controllable vibrating underwear, ‘Fundawear’, has been named by tech magazine Wired as one of its ‘need to know’ tech trends for 2014.
Fundawear was designed collaboratively by Havas Worldwide Sydney, Reckitt Benckiser and fashion designer Billie Whitehouse.
"Our intention with Fundawear was to create a truly viral campaign that would re-position Durex as an innovative brand,” said Steve Coll, ECD, Havas Worldwide Sydney.
“Creating the underwear as a fully-functional ground-breaking product was a key part of that. The inclusion in Wired's top trends for 2014 is a wonderful example of how incredibly successful the campaign has been in achieving our objectives."
Jay Morgan, digital creative director, Havas Worldwide Sydney: "Fundawear represents a marked shift in the way we can help brands. While we continue to deliver marketing solutions we're excited about broader business challenges, like new products and the customer experience."
Fundawear will be featured at the 2014 South by Southwest event in Texas.
In a statement, Havas said Fundawear has had more than 8.5 million YouTube views, $2m worth of free media, over 12,000 news and blog articles and a 4000% increase in Facebook fan growth rate, equating to a 35:1 return on investment.