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02 March 2015

How Durex used tech to show radio listeners what they were missing out on


Durex 2

Imagine a radio ad that can be seen as well as heard…

We talk a lot about second screening with TV and mobile, but what about linking radio and mobile?

With Durex’s ‘Explore App’, radio listeners can see characters and visuals on their smartphone or tablet to reflect what can be heard in the radio ad around the brand’s latest ‘Behind Closed Doors’ ad. It uses dual screening technology to let listeners view the exclusive video that syncs with the radio spot.

Users are encouraged to first download the Durex Explore app onto their phone or tablet and while the radio ad is playing, the device’s microphones detects the sound and synchronises the visuals to the corresponding sound.

The campaign was created by Havas Worldwide, London, UK. It follows the launch of Durex’s first synchronised dual screen film (below) last year.


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