A VIDEO FILE THAT WON’T GET VIRAL
CONTEXT & IDEA
2013 was a record year for leaked intimate videos amongst social sharing platforms.
We saw this as an opportunity to make our big launch in Russia with Durex’s new platform “Love Sex”, by proving that Durex could bring safety not only to sex but also to those who love filming it.
So we created a special video-making app with a file format that is limited to only two mobiles and cannot be shared: “.LUV”
Following our global “Durexperiments” platform, we managed to create the most successful experiment done by our brand in Russia, and with the viral growth speed, soon to be worldwide.
Our products already proved that with Durex, sex is safe, but “.LUV” just created a whole new level of safety, stating clear in people’s minds that “With Durex, sex is safe AND private”.
We used a file extension as a medium to engage with our consumers, “.LUV” cannot be shared. It gets encrypted in the App's library guaranteeing the couple’s privacy:
1. Bump to connect limits the shared library between only those two devices.
2. Add filters, soundtracks and instagram-alike-editing tools are available to make the video much more interesting.
3. Any of the two parties can delete the shared file forever. Every time one is watching, the other gets a notification. If while watching the video the app recognizes another face, the video is automatically blocked.