Durex has created a dual-screen ad which will see users experience another side to the narrative if they use the mobile app during it.
The million pound advertising campaign saw the brand work with Havas Worldwide London to allow viewers to see the advert’s characters from an alternative perspective on their mobile or tablet.
The campaign seeked to capture what the characters get up to behind closed doors with the app which syncs up with the TV ad when activated using the device’s camera and microphone.
Additionally, the app also functions as a fully mobile version of the Durex store enabling users access to articles and advice from Durex’s team of sex and relationship experts in addition to its range of sex toys.
Several agencies worked with Durex to create a fully integrated campaign across media that includes online, TV, mobile, social, digital, search and print.
Mark Pearson, RB regional brand director of Durex Europe and North America, said: “At Durex we believe people should enjoy great sex and that sexual wellbeing is integral to one's overall wellbeing.
“The new advert is hugely exciting and having watched it come together from an idea to a finished campaign, it's clear that we're pushing the boundaries of what's possible in reaching and engaging our audience.”
Pearson concluded: “At RB we are always looking to use exciting technologies and innovations, not only product related but in how we build our communication campaigns. There is huge further potential in this technology and we expect that other brands will follow Durex's lead in tapping into it.”
The app is downloadable from Google Play and iTunes before the ad’s premier on ITV2 at 21.10 on Friday 28 November.