Durex do not disturb

Premier handled global PR for Durex’s latest campaign, #DoNotDisturb, which challenges couples to put down their tech this summer and spend less time on their phones and more time with each other when on holiday. The campaign launched with a 3 minute video featuring a social experiment in which couples were taken to a remote luxury hotel, and challenged to live without tech. The results illuminated how tech can get in the way of romantic relationships, and the video clearly struck a chord with views achieving over 23 million views on youtube. This was supported by a full PR campaign, featuring shocking statistics and specially researched data exploring people’s holiday “sexpectations” and showcasing the potentially damaging role technology can play when on holiday.

The campaign achieved press and broadcast coverage for Durex on a global scale, and will continue to activate throughout summer 2016.