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A post evaluation of Durex MTV Talk
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Call for Entry BOOTCAMP
4 weeks 2 weeks
TV Episodes
2 weeks
1st Dec 2014 – 9th Jan 2015
Phase 1 Phase 2 Phase 3
21st Jan 2014 – 4th Feb 2015 22nd & 29th Mar 2015
Flow
Phase 1Call for Entry
1st Dec 2014 – 9th Jan 2015
The Durex MTV Rex Talk campaign was launched on World AIDS Day, with Bollywood Star Ranveer Singh as the Face of the CFE Phase.
The message of “Chup” – a take on Indians staying mum on the topic of Sex was put out through the 1st promo, ending with the campaign message of ‘Let’s Talk about Sex’
A nationwide call for entry was launched for the audience to participate in the 14 day Rex Talk Bootcamp by asking them what do they think about ‘India and Sex’
Promotions were done across all MTV platforms for 4 weeks.
The final 12 contestants were chosen from the multiple entries received during this period.
Phase 1Call for Entry
RexTalk WEbsiteUsers could register for the campaign via
Video / Tweet / Text / Blog Entries onmtvindia.com/rextalk
“Chup” - Ranveer Singh “Beep” - Ranveer SinghAIDS Day message
VIDEO Content
The Sexperiment Sexperiment on the Streets
RexBusters with Jose 1 RexBusters with Jose 2 RexBusters with Zed 1 RexBusters with Zed 2
RanveerSingh Videos
Online Sexperiment
Videos
College Videos with
MTV VJs
Cross Channel promos
30 seconder world aids day promos blasted across 4 channels
Comedy Central
MTV MTV INDIES
VH1
MTVINDIA WEbsite
Takeover of the MTV India Homepage
MTVINDIA WEbsite
RexTalk Banners ROADBLOCKED for the entire day (World AIDs Day)on all MTV India pages
Additional TV Video Content
4 Extra World AIDS Day Ads played on MTV & MTV IndiesUnder the #RexTalk Communication
Additional TV Video Content
Each video ended with the communication –“Let’s Talk About Sex” and
“A Safe Sex Initiative by Durex and MTV” with the call for action to the RexTalk website
Editorial integration
Quiz hosted on the website asking people to test their knowledge on sex leading to #Rextalk communications
Social Media VisibiltyCover photos on MTV India, Splitsvilla, Stuntmania and roadies changed to
Rex Talk.
Facebook Posts
Posts across all our MTV Facebook pages
TwitterTweets throughout the day with
MTV VJs supporting it
Phase 2Bootcamp
21st jan 2014 – 4th feb 2015
The second phase of the Durex MTV Rex Talk campaign was launched with MTV VJ Anusha Dandekaras the host of the Bootcamp
12 shortlisted contestants where flown down to Mumbai for a 14 day Boot camp
12 contestants were divided into 4 teams of 3 members each
Everyday the teams were givens tasks related to Sex Awareness which they performed on the streets of Mumbai
Videos were released the very next day, everyday on MTV India online during the Bootcamp
Teams gathered points via social media interactions (ie. Video views, likes, tweets, etc.) on their team hashtags.
The team with the highest points wins a trip to Amsterdam
Phase 2Bootcamp
#RexSafe #RexLonger
#RexBusters #RexFun
Rex Talk Teams
Day Wise Task videos44 Videos were released in the span 14 days promoted on all MTV digital platforms
Day Wise Task videos44 Videos were released in the span 14 days promoted on all MTV digital platforms
Contestants Social activity
Contestants Social activity
Phase 3TV Episodes
Phase 3TV Episodes
22nd Mar 2015 & 29th mar 2015
Highlights from the Bootcamp were converted into half-an-hour episodes specifically for TV
Results?
4.2 million
Numbers
Video views on MTV Platforms
5.1million
Video views on MTV & Durex Platforms
58Number of Videos Released during the campaign
Numbers
10392 Entries
Entries Received (Text, Blog, Tweet & Videos)
2.1 mnWebsite Visits
64% Mobile device Users
41% Female
Audience
16.4 mnBanner impressions
96Facebook Posts
14821Tweets
386k – Ranveer Singh - Chup 325k – Ranveer Singh - Beep
232k – Ranveer Singh- AIDS Day message
Videos which worked
357k - Sexperiment on the streets 311k - Sexperiment
258k – College Video 1 232k – College Video 3
Videos which worked
102k – Task 5 - Debate257k – Task 3 – Innuendo Bingo
104k – Task 2 – Where Dat Condom 125k – Task 12 – Myths about Sex
Videos which worked
PR coverage
Did we get people to talk about sex?
Reactions
Reactions
Reactions
Reactions
A Bootcamp like no other