Interactive Avenues nominates Rexbot for Cannes 2018

The agency conceptualized this one for brand Durex.

by exchange4media Staff
Published - Jun 15, 2018 8:54 AM Updated: Jun 15, 2018 8:54 AM
Interactive Avenue's Rexbot is headed for Cannes Lions International Festival of Creativity 2018. The agency conceptualized it for brand Durex.

The campaign

‘Sex’ is a taboo topic in India – neither discussed openly on public platforms nor portrayed in popular media. To add to this deafening silence on sex, in December 2017, the government of India also banned all condom brands from running advertisement spots on television between 6 am to 10 pm daily. Given the silence, access to credible information on sex-health is hard.

RexBot plays a pivotal role of a reliable and fun friend answering audience queries around sex. It aims to effect real change in the present while setting the stage for a behavioural shift in outlook towards ‘sex’ in longer run. The objective was to not only effect real change in the current situation by educating the youth about ‘safer sex’, but also create a larger behavioural shift in the Indian youth’s perception of ‘sex’. Durex launched RexBot – a one of its kind, chat bot on sex education, accessed via a secure private chat window in Facebook Messenger.

The focus of RexBot is to address information needs of its key audience – the young women and men. The content is crisp, light, conversational yet credible, peppered with animated Gifs, meme’s and graphics, which adhered to a consistent design sensibility. The gender-specific content delivery is through two animated characters – Rex and Roxy who keep popping up through the conversation thread.

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