Business Technology

Official Durex Connect app to “truly enhance sex lives” as marketing campaign continues

3 min read

23 March 2015

Former deputy editor

The Durex Connect campaign continues and the sexual health brand has now actually introduced a smartphone app – for real this time – that will bring couples together and “truly enhance their sex lives”.

On 12 March Real Business reported on a global campaign from Durex that promised a technological breakthrough to connect couples – it turned out the solution, which was posted in a video on YouTube, was to turn off mobile phones and tablets when in the bedroom.

However, the Connect campaign isn’t over just yet, although the simple remedy for a lack of nude adventures has now been viewed around 30m times. 

Indeed, Durex really has followed up on the viral activity by developing an app to spice up sex lives for couples.

The app, also titled Connect, synchronises couples’ phones together, so that the devices will sleep at the same time – enabling partners to put their smartphone-free hands to good use. It’s available on Android, while an iOS version is in development, and will mask device home screens at agreed or spontaneous moments.

Ukonwa Ojo, head of global brand equity at Durex, said: “The Durex Connect film followed the volunteer couples on an emotional and reflective journey where they came to terms with their true obsession with technology in their relationships, and the campaign has really highlighted this on a global scale.

“The huge number of people visiting Durexlabs sign-up page, twinned with the compelling research by Durham University really opened our eyes at Durex, and we decided to launch an app after all!  As we approach Earth Hour at 8.30pm on March 28th, we invite couples around the world to discover this app that could truly enhance their sex lives.”

Findings from Durham revealed shocking details that mobiles are delaying sex for 40 per cent of couples, with one-third stopping sexual encounters to answer the phone.

Rachel Bloodworth, Head of Public Engagement at WWF-UK, added: “Durex’s Connect campaign is a great awareness driver of that need to reconnect, and we hope it inspires people to really think about how much we all need to make the time to stop and enjoy the world around us.

“Earth Hour is a huge symbolic display of the need to protect our planet.  But it is something more – it’s an hour when we can all switch off and reconnect with the things that are important to us.”