With #Lovebot, Durex Wants To Heal The Broken Hearts

by • March 28, 2015 • Creative CampaignsComments Off on With #Lovebot, Durex Wants To Heal The Broken Hearts6365

Every day, hundreds of thousands of people take their emotions onto Twitter. It is after all the “say it all, share it all” platform. Durex realized there were a lot of “broken hearts” sharing their sorrow on Twitter and they decided that, as the “love” brand, they should do something about it.

#LoveBot was born.

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#LoveBot is a creation of Marcel Agency. Every time a user will publish a tweet including the broken heart emoticon (</3), the bot will identify it and automatically match the user with another “broken heart.”

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Of course, I had to try (I love bots). Within a second, the #LoveBot did reply and matched me with a user I did not know, and probably did not have anything in common:


The second-time I was matched to another man. One could think this showed a very open-minded approach, but the truth is that the bot is not able to pull information on gender.

Obviously, the objective of the campaign is not to be a matchmaking service but to create the buzz around the brand and place Durex as a “love” brand. And I must admit this marketing stunt is very creative and surely an upcoming success for Durex.

Of course, I could not avoid seeing the pun here…

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