An online global community is set to be created for Durex led by Code Computerlove which will allow people to share their sexual experiences online.
Code was instrumental in the development of the proposition and positioning, as well as defining the content and recruitment strategies. The agency also handled the Ora! branding, creative, tone of voice and user experience.
The site, Ora! will launch through invitation only before a full launch early next year.
Web content has been created by Sticky Content and will include ‘sex bloggers’ and international writers, while audience research was handled by The Good Agency and Youth Conspiracy.
Alex Comyn, account director at Code Computerlove, said: “The aim is for Ora! to be the global authority on sex and sexuality, with new and refreshing content unlike anything else out there. It will be a safe, secure and trustworthy environment for people to talk about sex. In our audience research we found people saw Durex as the natural choice to launch such an initiative, and we’ve seen a real buzz from sex bloggers, health experts and journalists, who have all asked to become members of the beta launch.
“The right level of community management and moderation is critical to ensure we exclude any abuse or bullying. However, this in no way precludes us from encouraging freedom of expression and open and honest discussion. The safety and anonymity of community members is our utmost concern.”
Manchester-based Code has been working with SSL, which owns Durex, since its appointment in May.