Title	ROCCO SIFFREDI'S VOW OF CHASTITY
Brand	RECKITT BENCKISER ITALIA
Product/Service	DUREX
Category	B01. FAST MOVING CONSUMER GOODS
Entrant Company	HAVAS WORLDWIDE MILAN, ITALY
Advertising Agency	HAVAS WORLDWIDE MILAN, ITALY
Advertising Agency 2	O-ONE Bologna, ITALY
Media Agency	AEGIS MEDIA ITALIA Milan, ITALY
Production Company	K48 Milan, ITALY

Name	Company	Position
Giovanni Porro	Havas Worldwide Milan	Executive Creative Director
Lorenzo Crespi	Havas Worldwide Milan	Creative Director Project Leaderd
Selmi Barissever	Havas Worldwide Milan	Creative Director Project Leader
Maria Chiara Alegi	Havas Worldwide Milan	Copywriter
Filippo Formentini	Havas Worldwide Milan	Art Director
Davide Labò	Havas Worldwide Milan	Junior Copywriter
Daniela Melodi	Havas Worldwide Milan	Account Director
Ada Guerriero	Havas Worldwide Milan	Account Supervisor
Daniela Capua	Havas Worldwide Milan	Agency Producer
Leone Balduzzi	K 48 Milan	Film Director
Lorenzo Damiani	K48	Production Company Producer
Linda Serra	O/One	Digital Artwork
Eric Gilliot	Reckitt Benckiser Italia	General Manager
Rohit Jindal	Reckitt Benckiser Italia	Marketing Director
Gemma Romano	Reckitt Benckiser Italia	Brand Manager
Benedetta Benassi	Havas PR Milan	Practice Leader
Elena Soccal	Havas PR Milan	Account
Riccardo Frontini	Havas PR Milan	Account

Creative Execution

Rocco Siffredi talked about his chastity vow in a few videos launched before every match of the national team on the Durex social networks. Moreover Rocco asked his fans to be supported by making love on his behalf, but especially by commenting and sharing his videos. These videos have been planned only on social networks, and they made possible to obtain a huge profit in terms of earned media with a very low media and production investment. In addition, thanks to #roccotieniduro, Durex has made people talking even more on Instragram and Twitter where it became immediately a trend topic

Italy was out in the very early stages of the World Cup, but the campaign result has been sensational. In only 10 days it reached more than 3,5 milion of Facebook interactions, #roccotieniduro became the number 1 hashtag on Twitter bringing the news on everyone’s lips in Italy and in more than other 60 countries. Followers responded to Rocco’s call supporting him both on line and off line with t-shirts, banners and other initiatives. The project obtained 110 million media impressions only in Italy ensuring a great result in terms of earned media considering a very low total investment.

Insight, Strategy, and the idea During the world cup Italians think only about football. Durex goal was to draw Italians’ attention back on sex encouraging conversations on the brand social pages. In order to engage a mainly male target close to Durex since ever, but more focused on football in this period, the brand created a surprising news taking advantage of the great media attention on the World Cup. Durex has encouraged Rocco Siffredi, king of Porno and famous TV star, to make a chastity vow for the Italian victory. Rocco told about his vow of chastity through some videos on the Durex social channels, asking his fans to have sex in his stead and to support him commenting, twitting and sharing his videos. In this way the target audience could interact and be engaged with amusing and unusual contents while the brand has been able to promote his playful and joyful vision of sex.