Wired Magazine, the US based ‘holy bible’ for the tech community, has named Durex Fundawear as one of the 52 ‘need to know’ tech trends for 2014.
Wired is the first word on how ideas and innovation are changing the world and each month in the magazine, and every day online, they deliver a glimpse into the future of business, culture, innovation and science. The magazine reaches more than 14 million readers each month.
The Fundawear product, which is currently being developed for mass production by the Reckitt Benckiser global commercial development team in Thailand, was the brainchild of Havas Worldwide Sydney who collaborated with Snepo Technologies and fashion designer Billie Whitehouse to bring the idea to life.
To date Durex Fundawear has had 8.5m + YouTube views, $2m worth of free media, 12,000 + news and blog articles covered Fundawear, a 4000% increase in Facebook fan growth rate and a 35:1 return on investment.
Steve Coll, ECD Havas Worldwide Sydney said, “Our intention with Fundawear was to create a truly viral campaign that would re-position Durex as an innovative brand. Creating the underwear as a fully-functional ground-breaking product was a key part of that. The inclusion in Wired's top trends for 2014 is a wonderful example of how incredibly successful the campaign has been in achieving our objectives.”
Jay Morgan, Digital Creative Director Havas Worldwide Sydney added, “Fundawear represents a marked shift in the way we can help brands. While we continue to deliver marketing solutions we're excited about broader business challenges, like new products and the customer experience."
Jay has also been selected by South by Southwest (SXSW) as one of the featured speakers to present the Durex Fundawear campaign at their interactive festival in Austin, Texas next year.