Durex global Sex experience website development led by Code
Durex global Sex experience website development led by CodeAn online global community is set to be created for Durex led by Code Computerlove which will allow people to share their sexual experiences online.
Code was instrumental in the development of the proposition and positioning, as well as defining the content and recruitment strategies. The agency also handled the Ora! branding, creative, tone of voice and user experience.
The site, Ora! will launch through invitation only before a full launch early next year.
Web content has been created by Sticky Content and will include ‘sex bloggers’ and international writers, while audience research was handled by The Good Agency and Youth Conspiracy.
Alex Comyn, account director at Code Computerlove, said: “The aim is for Ora! to be the global authority on sex and sexuality, with new and refreshing content unlike anything else out there. It will be a safe, secure and trustworthy environment for people to talk about sex. In our audience research we found people saw Durex as the natural choice to launch such an initiative, and we’ve seen a real buzz from sex bloggers, health experts and journalists, who have all asked to become members of the beta launch.
“The right level of community management and moderation is critical to ensure we exclude any abuse or bullying. However, this in no way precludes us from encouraging freedom of expression and open and honest discussion. The safety and anonymity of community members is our utmost concern.”
Manchester-based Code has been working with SSL, which owns Durex, since its appointment in May.
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Comments
What ever happened to decency? Looks like anything's game for a bit of cheap PR.
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McCann's came up with the idea and started this job?
McCann Erickson Manchester came up with this idea, the structure, and purpose of the website nearly a year ago. It's been given to another agency and in all that time all they've done is change the name and decorate it differently.
Last time i heard McCann couldn't even get a design out the door.
Can anyone point me in the direction of an engaging Code website?
I like sex
How could a huge global brand like Durex fall for such a smutty name as ORAL. More porno than ‘sexual wellbeing’...did any one read the brand book.
Oooooh... sex.
Interesting name "Ora" in maori means "wellbeing", also in italian refers to "now"...
Ora! - Oral... English!
Pretty sure Ora is the name... not Ora!
It's Ora!...
http://www.durex-ora.com/Account/LogIn?ReturnUrl=%2f
Pretty fair to assume there are a lot of McCanns commenting here too.
Has anybody seen my horse, I seem to have misplaced it?
Nope.
Well I used to work for McCanns when they pitched for this. They lurched from one bad idea to another, and ended up choosing a direction set by someone with no digital experience whatsoever. It showed, and it was a joke to anyone with even the slightest digital know-how.
The core ideas came from the client, and all McCanns did was to 'sex' them up a bit. Basically McCanns should stick to what they are good at... and its not digital!
Just incase anyone is wondering Anon Mon 14 Dec 2009 15:12 is talking complete rubbish. The core ideas came from proven digital creatives. I know that for a fact.
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