Durex partners with Code Computerlove for global online community
Global sex brand Durex, part of SSL International, has unveiled its ambitions to create a global online community, branded Ora!, which will offer the public a platform in which to share their sexual experiences and celebrate healthy sex lives.
The new social media initiative 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 early next year.
Durex's lead partner on the project is digital marketing agency Code Computerlove, which has been instrumental in developing the proposition and positioning, as well as defining the content and recruitment strategies. Code has also handled the Ora! branding, creative, tone of voice and user experience.
Code is working in close 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.
Peter Whitehurst, Ora! project sponsor at Durex, said: "Our new online community is designed to help people get the best out of their sex lives. While remaining anonymous, members who want to take part in discussions will be able to talk about sex, celebrate their sexuality, share experiences, plus get inspiration and advice from each other and Durex's team of experts.
"We have already recruited a number of leading sex bloggers and writers from around the world, which will be mixed with user generated content from our initial invite-only stage to really bring Ora! to life."
Peter added: "Ora! will also contain articles from Durex and boast industry leading digital functionality and interactive tools to maximise the user experience as part of our future planned development."
Alex Comyn, account director at Code Computerlove, said: "The aim is for Ora! to be the global authority on sex and sexuality, with new and refreshing content unlike anything else out there. It will be a safe, secure and trustworthy environment for people to talk about sex. In our audience research we found people saw Durex as the natural choice to launch such an initiative, and we've seen a real buzz from sex bloggers, health experts and journalists, who have all asked to become members of the beta launch.
"The right level of community management and moderation is critical to ensure we exclude any abuse or bullying. However, this in no way precludes us from encouraging freedom of expression and open and honest discussion. The safety and anonymity of community members is our utmost concern."
Code was appointed by SSL in May this year as lead partner on the global project.
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