Viral Video Dictates Aussie Startups Product Development

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Earlier this year Annex™ products the Australian Startup behind the Opena® Case; Annex™ products April fools hoax morphs into a viable product.

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We thought people would get a laugh out of the video, but when hundreds of people wanted to buy the case, we were pretty surprised.

(iPhone bottle opener) released an April fools video featuring a 3D Printed mockup product named the Playa™ case. The idea behind the video was that the Playa™ case was the worlds first condom holding iPhone case. The tongue in cheek video was immediately featured on Gizmodo, Mashable, CNET, Huffington Post and many more while receiving over 250,000 views in a couple of days. Annex was then swamped with requests to purchase the non-existing Playa case.

“We thought people would get a laugh out of the video, but when hundreds of people wanted to buy the case, we were pretty surprised” says Rob Ward from Annex Products.

It turns out that condoms weren’t the only thing people wanted to keep in the back of their iPhone, and the general public started suggesting other uses such as credit cards, IDs, transport cards, and cash just to name a few. After receiving this overwhelming response from the market it was back to the drawing board for the Annex Products design team and the Holda™ case was born!

Introducing the Holda™ Case for iPhone

Although it began as just a hoax the Holda™ is now much more than just an April fools joke, it’s perfect for girls and guys heading out for a night on the town and want to travel light with just an ID, Credits card some cash and a key?
Key Features
-Discrete storage compartment
-Holds 2 cards, cash and a key
-Protective PC hard case
-Secure and reliable sliding action.
-Sleek appearance
-Thin profile
-Suits iPhone 4/4S (CDMA & GSM Versions)
-iPhone 5 version coming soon!

Pricing and Availability
Price:            $34.95 USD
Colors:                 Black, White and Pink
Available at:
Ships from:        USA, HK, UK and Australia
Video Link:    
About Annex Products Pty Ltd
Annex Products is an Australian company that creates unique, functional accessories for mobile technology. Annex® is focused on creating innovative products that provide Functional Protection™ for mobile technology and prides itself on designing high quality products and manufacturing them from the best materials available.
Annex Products was founded in 2011by Rob Ward and Chris Peters - two mates from Melbourne Australia. Chris is an Industrial Designer with a passion for good design and Rob is an ideas man with a knack for online sales and marketing. The first product by Annex Products was the Opena® Case which was originally launched on the crowd funding site Kickstarter in June 2011. Today products by Annex® are sold Globally and have shipped to over 80 countries.
For more information about Annex Products visit

Questions or Interviews:
Rob Ward
Melbourne, Australia
+61 488 030 361

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Robert Ward
+61 488 030 361
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