PARKOUR EVENT by Initiative for Rexona

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PARKOUR EVENT

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Industry Deodorants
Media Promo & PR, Case study
Market Chile
Agency Initiative
Released July 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: UNILEVER
Product/Service: REXONA DEODORANT
Date of First Appearance: Jul 12 2009 12:00AM
Entrant Company: INITIATIVE, Santiago, CHILE
Brand Building: Luis Vecchionacce (Unilever)
Media Planner: Macarena González (Unilever)
Account Director: Maricela Pastene (Initiative)
Account Executive: Diego Ramirez (Lowe)
Media placement: PRINT CAMPAIGN: 1 Ad - Deportes el Mercurio, El Mercurio, L.U.N, La Segunda, El Sabado, Wiken. - 06/07/2009
Media placement: DIGITAL CAMPAIGN: 1 Ad - Chilevisión.cl, IGA Worldwide, Luminamotion S.A., MundoFox.com, Terra.cl, Cooper - 01/07/2009
Media placement: RADIO CAMPAIGN: 1 spot - Carolina, Corazón, Futuro FM, Horizonte, Rock & Pop, Universo FM. - 01/07/2009
Media placement: TV CAMPAIGN: 4 spot - C13, CHV, MEGA, TVN, REDTV, TELECANAL. - 04/07/2009
Media placement: PAY TV CAMPAIGN: 1 spot - ESPN, CDF, Discovery Channel, Fox, FX, National Geographic, Universal, AXN, MGM, - 01/07/2009
Media placement: OOH CAMPAIGN: 1 spot - Massiva, Flessad, Power Graphics, Stand Off, Sur Media. - 01/05/2009

Results and Effectiveness
The first parkour event in Chile, convened by Rexona Energizing, gathered over 4,500 people in Santiago’s Ahumada Street (pedestrian street). During the activation period this variety achieved share peaks 115% bigger than the rest of Rexona Men deodorant varieties. Rexona Energizing variety doubled the market share of previous Rexona’s varieties. The second place in the Masculine Deodorant category wasn’t achieved; nevertheless Rexona FM was positioned in the third place: 7.6% AP.

Creative Execution
We held the Rexona Energizing Parkour Event, grabbing the spotlight and turning heads, in downtown Santiago. The extreme experience and energizing relationship of parkour and Rexona took Chile’s mass media by storm. Staging Chile’s first parkour event was a risk; and the sport itself thrives on danger and flair. We challenged our consumers to do the same: dive in, live with energy. Parkour was the perfect vehicle for our product. The “Energizing Experience” concept literally came to life through this spectacular event and the huge publicity it generated. As a hi-tech experience, we projected in buildings and walls young parkourists (obstacle jumpers) in a variety of highly concurred spots in the city’s downtown using moving laser projectors (in a car). Their actions were exhibited on the city’s streets. This simple but innovative solution allowed us to generate a great impact on by passers.

Insights, Strategy & the Idea
The marketing objective was to position Rexona Men Energizing as a highly attractive product and clearly differentiate it in the masculine antiperspirant range. We had to get a bold but unfamiliar idea across to consumers: Rexona Energizing will not only keep you fresh, but also energize your entire body. 28 years-old is the average age of the Rexona FMCG segment. They are bold young men, huge sport fans and they have technology incorporated in day to day life as breathing is. The strategy centred in creating a never seen before sports event using hi-tech media techniques to grasp their attention in the conveying phase. So, to raise the brand’s SOM and obtain the second place in the Masculine Deodorant category, we sponsored Chile’s first staging of the most radical, most breathtaking new sport in the world: Parkour.