Durex Takes Centre Stage At Take That Concert

Over two days 100,000 people, primarily excited females, gathered to see Take That perform the opening night of their 2009 Tour at the Stadium Of Light, Sunderland’s football ground. What better place than this to promote Durex’s new ‘Play’ range of female sex products?

The strategy for making this a successful campaign was to secure close proximity, large format sheetage which would target the gig-goers as they made their way to the stadium and queued to see the group.

Covering every possible route leading to the stadium using totally relevant sites was key for this client and, following a survey of the area to hand-select the sites, we managed to produce what I can only describe as a perfect campaign. Great planning, careful site selection, and negotiation with media owners played a massive part in delivering maximum impact for minimum budget for this brilliant campaign.

By Nick Bellenger