Durex comes together with BLKJ Havas for foreplay games

Condom brand Durex has collaborated with its creative agency, BLKJ Havas to launched the Durex ForePlay campaign.

The campaign comprises a series of gaming tutorials to educate audiences in the Asia Pacific region on finger stimulation. The campaign was launched as part of the #ComeTogether platform by Durex, which is a broader movement that aims to close the pleasure gap in the region.

Leveraging upon the importance of skilful finger movements in the gaming world, the campaign aims to convey that finger movements are just as key for bedroom performance. The online gaming tutorials connect to and are inspired by the detailed finger movements of iconic online games. These gaming tutorials are piggybacking on the mainstream interest and engagement with well-loved games, functioning as exercises for both gamers and non-gamers to become adept at foreplay and finger stimulation.

According to Durex’s research, approximately 76% of respondents would like their partners to be better at foreplay, including fingering, and BLKJ Havas aimed to address this by increasing knowledge surrounding foreplay through this campaign. Comparing it to a familiar activity like gaming allows for the facilitation of more open and constructive conversations around foreplay education.

Don't miss: Durex creates play cards and digital stickers to push honest convos around sex

The tutorials have been launched in the Philippines, and will be progressively rolled out across Asia Pacific, with the launch in Indonesia planned for early May.

A statement to the press including insight from relationship counsellor and clinical sexologist, Dr Martha Tara Lee. She said gaming has become a daily activity for many people and therefore presents as a unique opportunity to use gaming as a tool for educating and engaging individuals on finger stimulation techniques. “Not only can it be an effective way to teach and engage people, but it can also help break down any stigma or discomfort around discussing sexual health and pleasure,” she added.

Fiona Huang, general manager at BLKJ Havas said that in the APAC region, conversations around sexual pleasure are still very much a cultural taboo.

“To remain mindful of broader societal comfort levels and mainstream communications context, yet stay faithful in engaging audiences, we leveraged creativity to drive conversations in a tasteful yet relatable way. It gives us great pleasure (no pun intended) to collaborate with a brand that meaningfully use its platform to champion and lend visibility to an underrated yet crucial matter – around sexual health and sexual pleasure for all,” she added.

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today: https://conferences.marketing-interactive.com/content360-sg/

Related articles:
Durex keeps more parts of your body covered with streetwear launch
Durex SG gives flavoured ice-cream hand outs a second chance
Durex SG unwraps CNY zodiac reading to help you find your best fit