Rexona Promo, Case study FRIENDS FOREVER by Borghi/Lowe Sao Paulo

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Industry Deodorants
Media Promo & PR, Case study
Market Brazil
Agency Borghi/Lowe Sao Paulo
Released April 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: UNILEVER
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: BORGHIERH/LOWE, São Paulo, BRAZIL
Media General Director: Rosana Ribeiro (Borghierh/Lowe)
Media Account Director: Sonia Romero (Borghierh/Lowe)
Media Supervisor: Tatiana Arata (Borghierh/Lowe)
Media Supervisor: Rafael Pascoal (Borghierh/Lowe)
Media Planner: Alexandre Suzuki (Borghierh/Lowe)
Media Assistant: Gabriel Roveri (Borghierh/Lowe)
TV Channel: (MTV)
Publishing House: (Editora Abril)
Public Relations: (Inpress)
Online Agency: (Cubo CC)
Media placement: TV Campaign - 3 Spots - MTV - 10 April 2009
Media placement: Magazine - Capricho, Loveteen - 01 April 2009
Media placement: Cinema - Rain - 17 April 2009
Media placement: Online - You Tube - 01 April 2009

Results and Effectiveness
The film had its national premiere on July 23, when its 23 minutes were aired on MTV, exceeding rating expectations and setting a new daypart record. During this period, there were 127,000 visits to the RXT site; an increase of 200% compared to the 4 previous months. There were 5,300 registrations and hundreds of videos sent in order to become one of the leading characters. The successful case can also be verified by the 120 thousand and growing accesses on YouTube. Besides assuring the future Rexona female consumer’s loyalty, the project generated spontaneous media of approximately 50% of the project’s investment.

Creative Execution
Inspired by the campaign’s variant concept and creative insight, the idea of producing a 24’ film with total integration with the brand was born. The film took Rexona’s variant’s name “Friends Forever” and its script carries values such as: friendship, fun and the feeling that everything works out when you are with your friends. “F4E The Film” tells the story of three friends who go on an adventure together, which happens only because of the friendship that joined them. The channels used represented the three pillars that had the most relevant content for the target: Music - MTV’s DNA. Fashion/Behaviour - Way of expression that belongs to a teenager's routine. Capricho Magazine is all about behaviour, style and trends that help the target build their identity. Digital - With complete interactivity, it allowed the target’s participation on blogs and relationship platforms - it was the main channel for casting applications.

Insights, Strategy & the Idea
-Launch the new variant F4E aiming to keep the female consumer updated with brand’s innovations. -The absolute market leadership occurred through brand building along the years where each campaign communicated in an involving and pertinent way. Our 12-17 year-old teenagers could be part of the brand’s history once again, creating identification and closeness to the campaign as well. -The main insight that grounded the media strategy was the effect of friendship and the importance it has in a teenager’s life. Teenage girls only have courage and eagerness when they are with friends and the following experiences become memories they’ll carry forever: “Friends Forever”. -This launch once again showed RXT’s concern in understanding and relating with its consumer. Not only the project could relevantly translate the friendship concept to consumers but it also made it possible for female consumers to be part of its history, transforming it in an unique experience.