Durex Stimulates Two Senses with Watchable Radio

In the run-up to Valentine’s Day and to mark the launch of its new e-commerce site, Durex is giving frisky fans a double sensory treat with an exclusive video synched to a radio broadcast.

Created by Havas Worldwide London and airing on Absolute and Planet Rock stations, the new campaign showcases the same cutting-edge dual screen technology used in last year’s Durex Explore film.  This time, the global condom giant has upped the ante by offering amorous radio listeners a sneak peek into the bedroom.

After downloading the Durex Explore app, users get access to an exclusive film entitled “Behind Closed Doors”, enabling them to visualise every audible ‘ooh’ and ‘ahh’ on their mobile or tablet. The app works by using the device’s microphone to detect the part of the radio spot that is playing and synchronises the screen visuals to the exact corresponding point in the audio.

Alasdair Graham, Global Executive Creative Director RB at Havas Worldwide London said: “Technology now allows us to watch radio on our second screen.  So we thought, let's make a radio ad where we don't ask people to imagine a picture that they don't want to miss out on. This time, we're going to show it to them."

“Behind Closed Doors” will air throughout the afternoon on Friday 13 February. To experience the campaign, download the app, tune into Absolute or Planet Rock station and hold up your mobile or tablet to the radio.