Title	ROCCO SIFFREDI'S VOW OF CHASTITY
Brand	RECKITT BENCKISER ITALIA
Product/Service	DUREX
Category	A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	HAVAS WORLDWIDE MILAN, ITALY
Advertising Agency	HAVAS WORLDWIDE MILAN, 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
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
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 Brief

Describe the brief/objective of the promotional campaign. During the World Cup Italians think only about one thing: the National Football Team. When Italian athletes play Italy stops. Infact, from a Durex survey it is clear that sexual activity is reduced by 40%. The goal of the campaign was to encourage conversations on Durex social channels bringing therefore Italians attention back to sex taking advantage of the huge media attention on World Cup. In the meantime Durex wanted to promote its playful and responsible vision of sex.

Describe how the promotion developed from concept to implementation

To reach the goal Durex combined the sex world to the football one. How? Asking Rocco Siffredi, the king of porn, known also as a tv celebrity, to do the most incredible and unexpected thing: a vow of chastity for the victory of Italy. Rocco told his abstinence in various videos on Durex social channels asking his fans to have sex in his stead and to support him commenting, tweeting and sharing his videos. The feedback was amazing: likes, shares and comments increased on Durex social channels beyond any expectation.

Describe the success of the promotion with both client and consumer including some quantifiable results

Italy was out in the very early stages of the world cup, but the campaign results has been sensational. In only 10 days it reached more than 3,5 million Facebook interactions and #roccotieniduro became the number 1 hashtag on Twitter. Followers have been enthusiastic about the Rocco’s chastity vow, they have been proud to have sex in his stead supporting him also offline wearing the campaign t-shirts. The initiative obtained 110 million media impressions only in Italy and involved more than 60 countries ensuring a great result in terms of earned media despite a very low total investment.

Explain why the method of promotion was most relevant to the product or service

Rocco Siffredi’s chastity vow is an activation of whom people have talked a lot, bringing Durex brand on everyone’s lips in Italy, and even able to steal the show to football. Moreover by creating such an amusing and paradoxical news it pushed people to interact with the brand on its social channels. But not only that: the project has promoted also the playful and joyful vision of sex that is peculiar to the Durex brand.