Business Weekly - Cambridge, UK

Myriad, based in Ely, took the top honours for the best roadshow/field marketing campaign at this year’s annual awards ceremony in London, hosted by Marketing Event magazine.

The campaign was devised and implemented on behalf of client Durex, the world’s leading condom brand, owned by SSL International. Myriad has worked with Durex for more than 10 years.

“Our brief was to develop a new-look, high profile consumer-focused campaign to get home the importance of safer sex to 16-24 year olds in a way that was both effective and relevant,” said account director Jane Chambers.

“Our solution was to take the Durex message direct to the places where that age group go to enjoy themselves. That clearly had to be in the clubbing capital of Europe, Ibiza where tens of thousands of young people gather each year.”

The result was to team up with top London nightclub Freedom to create the unique ‘Freedom with Durex’ club tour. A specially-outfitted double-decker ‘love-bus’ was developed and equipped with jacuzzi, themed zones and sound decks hosted by internationally-known DJs. The tour spent the summer in Ibiza before returning to the UK to complete a series of visits at key venues nationwide.

Supporting the bus, Myriad also conceived a dedicated website, posters and merchandise to ensure a fully integrated campaign.

Myriad is one of the UK’s leading top 100 PR agencies and has clients throughout the UK and in more than 30 countries overseas.