Durex synchs app launch to Earth Hour





PARSIPPANY, N.J. — Durex on Monday revealed today the final chapter of its 'Durex Connect' campaign by releasing a smartphone app that helps people do exactly that, just in time for Earth Hour.


After teasing a technology breakthrough that could revolutionize our sex lives, a viral video (above) was released by Durex that quickly grew to be viewed by over 40 million people around the world. The video showed tech-obsessed couples' reactions to the revelation that the bedroom miracle they needed was simply the off-button. Following this international response, Durex developed an app that offers a simple solution: synchronizing a couple's phones to sleep together.


"The 'Durex Connect' film followed the couples who volunteered 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," said Ukonwa Ojo, head of global brand equity at Durex. "The large number of people visiting the Durexlabs sign-up page really helped us truly understand the app needs of our consumers. As we approach Earth Hour on March 28 from 8:30 p.m. - 9:30 p.m., we invite couples around the world to discover this new Durex app."


The 'Durex Connect' app, available for free download on Android and soon to be out on iOS, is a user-friendly way to synchronize a smartphone with a person's partner, so that neither can renege on the promise of dedicated, tech-free connection. At agreed times, or by spontaneous agreement, it will simply mask the phones' home screen, effectively putting the handsets to sleep and removing all distractions.




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