This is a very cool example of a highly immersive mobile experience which is well integrated with other social channels, specifically Facebook. The idea, to simulate the baby experience on an iPhone (or any mobile device) is very smart, and the execution looks top notch. This sort of video by itself will drive above the line awareness and will scare men into purchasing prophylactic.
However given the app’s promise, I’m wondering how many people would be motivated to download it? But, [spoiler alert] the only way to remove the app is to scan a QR code on a box of Durex condoms, any download would, one would presume, result in at least one sale!
Disclosure: Durex has been a DDB client.