The sales of Durex Taiwan were on the decline. To increase condom purchases they needed to remind their young audience of the risks of unprotected sex. This was effectively done in other markets via sampling. Given the cultural taboos in Taiwan, regular promoters in the streets were not being able to achieve the daily contact goals.
OgilvyAction was given the challenge to find a new and more effective way to get the Durex products into the consumers hands and start a conversation. The insight Ogilvy had was that all Taiwanese frequently consult fortune-tellers to know their fate in wealth, health and especially love. With a very limited budget they created an unbranded fortune-teller machine called “Xerud” and placed it in bars, nightclubs and karaoke bars.
“Xerud” handed out predictions related to one’s sexual life and relationships together with a sample condom based on the forecast and the product benefits. The sample pack also contained educational tips about safe sex.
On an average a street promoter hands out 23 samples an hour. “Xerud” handed out an average of 77!