AUSTRALIA’S GREATEST ATHLETE by UM for Rexona

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AUSTRALIA’S GREATEST ATHLETE

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Industry Deodorants
Media Promo & PR, Case study
Market Australia
Agency UM
Director Anneliese Douglass
Creative Director Bradley Eldridge
Art Director David Weir
Released February 2009

Credits & Description

Category: Best Use of Television
Advertiser: UNILEVER
Product/Service: REXONA DEODORANT
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Entry URL: http://www.greatestathlete.com.au/
Chief Executive Officer: Henry Tajer
Director: Anneliese Douglass
Communications Strategist: Vicki Thompson
Investment Supervisor: Dan Cutrone
Digital Account Manager: Alice Le
Senior Account Director: Tim Hodgson (Octagon)
Senior Account Manager: Ben Hartman (Octagon)
Marketing Director: Sharon Parker (Unilever)
Marketing Director: Sarah Ryan (Unilever)
Marketing Director: Rowena Ditzell (Unilever)
Digital Strategist: Ross Raeburn (Soap)
Creative Director: Bradley Eldridge (Soap)
Art Director: David Weir (Soap)
Technical Director: Ashley Ringrose (Soap)
Senior Producer: Joshua Hunt (Soap)
Managing Director: Trish Job (Tempo PR)
Media placement: Television 1 Hour Episodes - MTV & RTV - 01/02/2009
Media placement: Website - Online - 01/02/2009
Media placement: Digital Media - Online - 01/02/2009
Media placement: Newspapers - Sunday Telegragh - 01/02/2009

Results and Effectiveness
Rexona experienced its largest ever sales growth. Market share far outstretched our 34.2% goal, growing to 36.9% - a 123% increase! 80% of this share gain was directly attributable to the campaign. Millward Brown tracking told us that 60% of people who watched the show claimed they would want to choose Rexona (v's 38% average). It increased our Communications KPI: Best at giving all day protection against odour 35% v’s 26% AND...it delivered a 24% increase in ratings for the TV Network. It was so good that the client said...”Game on...again”

Creative Execution
Feed the debate via an entertaining made for television series that accesses the countries BEST sporting stars. It pitted 8 elite Australian athletes from 8 different sports against each other. We thought like a production house producing entertainment. The content, appearing on a major Australian Television Network became the epicentre of our campaign. Three stages: 1. Behave like a TV Network and promote the content • Newspapers: Raised awareness / prompt to view. • PR: Drive weekly viewer excitement • TVC’s & Network marketing airtime: Brand awareness (top) + prompt to view (tail). 2. Further the debate • Online hub: Leveraged the enormous content; forum and interaction with sports fans. Allowed viewers to catch up on episodes missed…a must for a new programme! • Online: Bought the content to the eyeballs. • Mobile: Snackable content kept the debate alive during the day. 3. Wrap the consumer in store via competitions

Insights, Strategy & the Idea
Rexona (Sure)’s heritage lies in sport. It’s for guys that are always up for a game. In the sporting arena Rexona’s rivals are not just deodorants but global brands with deep pockets. As a small player we had to think beyond sponsorship badges. To cut through we had to build a genuine connection with sports fans. And to meet highly ambitious targets for an FMCG brand (increase share from 32 to 34.2%) we also needed scale. Our insight: Every Australian bloke is a sports expert. Each man has his favourite stars and loves nothing better than passionately espousing who is best to his mates that rarely agree. As all men are experts, we wanted to access all their favourite sports stars...but our challenge – THE COST! Our idea: Answer the debate ‘Who is Australia’s Greatest Athlete?’... by pitting 8 elite Australian athletes from different sports against each other.