Call for Entry BOOTCAMP

4 weeks 2 weeks

TV Episodes

2 weeks

1st Dec 2014 – 9th Jan 2015

Phase 1 Phase 2 Phase 3

21st Jan 2014 – 4th Feb 2015 22nd & 29th Mar 2015

Flow

Phase 1Call for Entry

1st Dec 2014 – 9th Jan 2015

The Durex MTV Rex Talk campaign was launched on World AIDS Day, with Bollywood Star Ranveer Singh as the Face of the CFE Phase.

The message of “Chup” – a take on Indians staying mum on the topic of Sex was put out through the 1st promo, ending with the campaign message of ‘Let’s Talk about Sex’

A nationwide call for entry was launched for the audience to participate in the 14 day Rex Talk Bootcamp by asking them what do they think about ‘India and Sex’

Promotions were done across all MTV platforms for 4 weeks.

The final 12 contestants were chosen from the multiple entries received during this period.

Phase 1Call for Entry

RexTalk WEbsiteUsers could register for the campaign via

Video / Tweet / Text / Blog Entries onmtvindia.com/rextalk

“Chup” - Ranveer Singh “Beep” - Ranveer SinghAIDS Day message

VIDEO Content

The Sexperiment Sexperiment on the Streets

RexBusters with Jose 1 RexBusters with Jose 2 RexBusters with Zed 1 RexBusters with Zed 2

RanveerSingh Videos

Online Sexperiment

Videos

College Videos with

MTV VJs

Cross Channel promos

30 seconder world aids day promos blasted across 4 channels

Comedy Central

MTV MTV INDIES

VH1

MTVINDIA WEbsite

Takeover of the MTV India Homepage

MTVINDIA WEbsite

RexTalk Banners ROADBLOCKED for the entire day (World AIDs Day)on all MTV India pages

Additional TV Video Content

4 Extra World AIDS Day Ads played on MTV & MTV IndiesUnder the #RexTalk Communication

Additional TV Video Content

Each video ended with the communication –“Let’s Talk About Sex” and

“A Safe Sex Initiative by Durex and MTV” with the call for action to the RexTalk website

Editorial integration

Quiz hosted on the website asking people to test their knowledge on sex leading to #Rextalk communications

Social Media VisibiltyCover photos on MTV India, Splitsvilla, Stuntmania and roadies changed to

Rex Talk.

Facebook Posts

Posts across all our MTV Facebook pages

TwitterTweets throughout the day with

MTV VJs supporting it

Phase 2Bootcamp

21st jan 2014 – 4th feb 2015

The second phase of the Durex MTV Rex Talk campaign was launched with MTV VJ Anusha Dandekaras the host of the Bootcamp

12 shortlisted contestants where flown down to Mumbai for a 14 day Boot camp

12 contestants were divided into 4 teams of 3 members each

Everyday the teams were givens tasks related to Sex Awareness which they performed on the streets of Mumbai

Videos were released the very next day, everyday on MTV India online during the Bootcamp

Teams gathered points via social media interactions (ie. Video views, likes, tweets, etc.) on their team hashtags.

The team with the highest points wins a trip to Amsterdam

Phase 2Bootcamp

#RexSafe #RexLonger

#RexBusters #RexFun

Rex Talk Teams

Day Wise Task videos44 Videos were released in the span 14 days promoted on all MTV digital platforms

Day Wise Task videos44 Videos were released in the span 14 days promoted on all MTV digital platforms

Contestants Social activity

Contestants Social activity

Phase 3TV Episodes

Phase 3TV Episodes

22nd Mar 2015 & 29th mar 2015

Highlights from the Bootcamp were converted into half-an-hour episodes specifically for TV

Results?

4.2 million

Numbers

Video views on MTV Platforms

5.1million

Video views on MTV & Durex Platforms

58Number of Videos Released during the campaign

Numbers

10392 Entries

Entries Received (Text, Blog, Tweet & Videos)

2.1 mnWebsite Visits

64% Mobile device Users

41% Female

Audience

16.4 mnBanner impressions

96Facebook Posts

14821Tweets

386k – Ranveer Singh - Chup 325k – Ranveer Singh - Beep

232k – Ranveer Singh- AIDS Day message

Videos which worked

357k - Sexperiment on the streets 311k - Sexperiment

258k – College Video 1 232k – College Video 3

Videos which worked

102k – Task 5 - Debate257k – Task 3 – Innuendo Bingo

104k – Task 2 – Where Dat Condom 125k – Task 12 – Myths about Sex

Videos which worked

PR coverage

Did we get people to talk about sex?

Reactions

Reactions

Reactions

Reactions

A Bootcamp like no other