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’Durex Baby’ App Knocks Up Phones...

 

Posted on June 1, 2010
Angela Natividad

 

How do you get a guy to wrap up before horizontal combat? Mate phones before mating pelvises. The Durex Baby application for iPhone simulates the experience of having a baby so men will be more inclined to squeeze latex into your snuggle.

It works kind of like a Tomagotchi: the "baby" wakes up early and requires frequent coddling. Your Facebook Connect will flood friends with your new dad! status. Every time you close the app, the Durex logo flashes.

Two small strokes of genius: you can download a complementary Durex Anti-Baby app that effectively makes the Baby app stop working. (Digital infanticide? Who knew?) And in order to "conceive" the Baby app in the first place, you have to rub two iPhone apps together.

Clever work, but if guys get stage fright over the thought of having a kid, what would compel them to put a baby on their iPhones in the first place? Would you mate phones just to break ice with a bar-buddy you want to bang?

Thankfully, these aren’t immediate questions: this is just an entry for the Future Lions 2010 Competition, managed by AKQA and the Cannes Lions ad festival. The project was conceived (heh!) by art director Nicolai Villads, Peter Ammentorp and interactive designer Raul Montenegro.


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1. Friday 4 June 2010 attime 15:20, by Jose Palomino :: http://strategicpropositions.com/

This is great! Highly informative, relevant, and very useful for Durex customers. More than those things, it’s also interactive and fun. This is something people won’t hesitate to share with their friends.

What I like about this is how Durex bridged their need to promote the product, with their responsibility to inform, and the people’s desire to be entertained and engaged. The idea of practicing parenting through electronic dolls is relatively old, but taking the concept and executing it in a new way was what won this for Durex.

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