REXONA FOR MEN DEODORANT:

Credits:

Advertising Agency: INITIATIVE MOSCOW, RUSSIA
Date Of 1st Implementation: 15/04/2007
Advertising Agency: INITIATIVE MOSCOW, RUSSIA

Type of Media Date of 1st Implementation Media Placement
OOH campaign, citi-formats, crossroad banners 1st June 2007 7 biggest cities
TV sponsorship 15th April 2007 Pervy channel
Internet 18 June 2007 5 affinitive sites
Press, advertorials

Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
When men's extension of Rexona (Sure) appeared on the Russian market in 2002, it had already existed as a women's brand for 6 years. The key problem: consumers didn't consider Rexona as a brand for men despite of plenty of direct advertising. In addition men's audience has low TV viewing which is skeptical to advertising. Often women buy deodorants for men.
Goal: create an image of Rexona as a brand for men among the difficult to reach men's audience, but at the same time not to avoid women.
Insights: Men like sport and fighting, women are keen on celebrities’ life. Integration into the program helps to avoid skepticism to advertising.We decided to abandon spot placement for the launch on a new extension-Rexona Men Power and chose sponsorship of “King of the Ring” -celebrities boxing reality show. The sponsorship project became the basis for communication in other media

Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
For the first time in Russia we used 3D integration into the program.
Key unit of sponsorship integration was animated full-height 3D personage - Rexona spray can, which accompanied boxers to the ring, interacted with them, and supported them during the program. 3D personage made brand “alive” and close to the consumers. Participation in boxing strengthened masculine attributes of the brand. Other Rexona integrations in the program supported the communication:
Logo on entrance boards when boxers come out to the ring,
Arena screen,
Program idents.
Images of 3D personage and other attributes of the show were used in the multimedia campaign which started just after the show:
OOH in biggest cities,
Internet game and banners,
Articles in men’s magazines.
Media mix of the promo campaign was optimized by specially created tool to achieve maximum cover across combination of media within minimum budget.

Show how the media idea travelled across different touch points and successfully reached the target audience.
Men - passion for boxing, sports and winning:
integration into boxing show,
promo mechanics built on winning in “King of the Ring” internet game.
Women - passion for celebrities:
participation of celebrities in the show, use of celebrities images in promo, additional PR media coverage of celebrities that participated in the show. All people passionate for entertainment and big scale events:
We run this new big project on the biggest Russian TV channel – Pervy channel. Broadcast Saturday 21:20 – most popular “home entertainment” time.
Program got TVR 7.19 for Men 25-35 (3 times higher than average of the channel). Massive support of the new show in media. All skeptics of direct advertising. Deep integration into the program without direct advertising,
attention to new technology used (3D).

Show how the execution maximised the value of the investment and generated business results
3,725,000 Men 25-35 (70% of TA) saw the show. After the campaign Rexona Men Power took the second place in the portfolio of Rexona aerosols. “Trial” index for Rexona Men grew by 26% (Milward Brown). After 1st month of the communication sales grew+ 68%, after 2nd + 80%.