Title	ROCCO SIFFREDI'S VOW OF CHASTITY
Brand	RECKITT BENCKISER ITALIA
Product/Service	DUREX
Category	A07. CELEBRITY ENDORSEMENT
Entrant Company	HAVAS WORLDWIDE MILAN, ITALY
Advertising Agency	HAVAS WORLDWIDE MILAN, ITALY
Media Agency	AEGIS MEDIA ITALIA Milan, ITALY
PR Agency	HAVAS PR 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	K48	Film Director
Lorenzo Damiani	K48	Production Company Producer
Benedetta Benassi	Havas PR Milan	Practice Leader
Elena Soccal	Havas PR Milan	Account
Riccardo Frontini	Havas PR Milan	Account
Eric Gilliot	Reckitt Benckiser Italia	General Manager
Rohit Jindal	Reckitt Benckiser Italia	Marketing Director
Gemma Romano	Reckitt Benckiser Italia	Brand Manager
Linda Serra	O/One	Digital Artwork

The Campaign

During the World Cup Italians think only about the National Football Team and sexual activity is reduced by 40%. Durex wants to bring Italians attention back to sex in a funny way, in line with the brand. That’s why the king of porn Rocco Siffredi was convinced to take a vow of chastity for the victory of Italy. The Rocco Siffredi’s Vow of Chastity was launched with an OLV and became breaking news all over the world. In the 2°OLV Rocco asked for fans support launching the #roccotieniduro and an important appeal: he asked them to have sex for him too. In a few hours the #roccotieniduro became n°1 on twitter and his fans were proud to have sex for him too as emerged from comments and sharings. Every new Italian football match was linked with a video. The result was amazing. In just 10 days: more than 3.5 million of facebook interactions, 110 million of media impressions in Italy alone, more than 60 countries involved. Key PR points The project takes advantage of all the media attention on World Cup and addresses it to Durex. The king of porn vow of chastity is a high media impact news that reached the whole world. The testimonial, not only a porn star but also a tv celebrity, reaches the entire population. The low budjet OLVideos got a huge amount of earned media and social media engagement. The funny tone of the project underlines the brand playful tone of voice.

The Brief

The goal of the campaign was to bring Italians attention back to sex during the World Cup. It’s a sex lived in a funny and playful way, in line with the brand values. Moreover Durex wanted to encourage conversations on its social channels. The results were beyond expectation; thanks to the number of interactions and sharings and because the news reached the whole world. In particular, in just ten days: more than 3.5 million of facebook interactions, 110 million of media impressions in Italy alone (equivalent to 1 million euros earned media), more than 60 countries involved.

Results

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.

Execution

Rocco Siffredi’s abstinence was shown in various videos posted by Durex on its social channels before every National football match and it became an unmissable appointment for all the fans, stimulating the online conversation. All the videos were low budget productions and only for social networks. This made it possible to get a huge amount of earned media, against a production and media really moderate investment.

The Situation

In Italy football is the national sport. Rather is much more: it is a religion. Italy stops when Italian athletes play. Infact Durex survey shows that in this period of time Italians sexual activity is reduced by 40%. Durex wants to bring Italians attention back to sex and decides to take advantage of the huge media attention on World Cup. As a testimonial, they choose the king of porn, a tv celebrity beloved by the whole Italian audience, and they involve him in a particular operation.

The Strategy

The strategy was to use the World Cup as a platform for the project and as a source from which gaining a very wide target. To do so the idea was to combine the sex world to the football one. How? Inviting the king of porn, known also as a tv celebrity, to do the most incredible thing we can expect him to do: a vow of chastity for the victory of Italy. Rocco Siffredi told about his abstinence in various videos that were posted on Durex social channels before every National football match and became an unmissable appointment for all the fans. In addition he made an important appeal to all the followers: to have sex also for him who couldn’t and to support him during this hard period of time. So another important strategic point of the project was fans direct involvement, both online and offline, as the results themselves show.