Code onboard for Durex social media initiative

A Code Computerlove product story

Edited by the Marketingweek Marketplace editorial team Dec 9, 2009

Durex has announced plans to create a global online community with lead partner Code Computerlove that will offer the public a platform to celebrate healthy sex lives and share experiences.

The social media initiative, branded Ora!, has initially been launched to an invite-only audience in order to generate feedback and input into the final experience, ahead of a full site launch in early 2010.

Code Computerlove developed the proposition and positioning, as well as defining the content and recruitment strategies.

The agency also handled the Ora! branding, creative, tone of voice, and user experience.

Code is working in partnership with platform supplier Huzu and SSL's team of in-house developers, who are responsible for business analysis, platform selection and site implementation.

Code has also commissioned web content agency Sticky Content, while the Good Agency and Youth Conspiracy have handled audience research.