The product-specific microsite, accessible via , has a tongue-in-cheek tone, sending up a typical women's magazine. It encourages site visitors to visit the Durex online shop to purchase Play.
Product awareness is being promoted through an integrated on- and offline campaign. Online work includes eyeblaster ads, banners and advertorials running across handbag.com, iCircle.co.uk, glamourmagazine.co.uk and newwoman.co.uk. Advertorials are also running in print versions of Glamour, New Woman and Cosmopolitan.
Although Play is designed for couples, the advertising is aimed at women -- a first for Durex, which has previously targeted male or general media with advertising promoting its contraceptives.
Manchester-based interactive specialist McCann-i was responsible for the concept, design and build of the microsite and creative campaign. Universal McCann Interactive managed online planning and buying.
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