REXONA SHOWER FRESH by PHD Shanghai for Rexona

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REXONA SHOWER FRESH

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Industry Deodorants
Media Promo & PR, Case study
Market China
Agency PHD Shanghai
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: UNILEVER
Product/Service: REXONA DEODORANT
Date of First Appearance: Apr 1 2010
Entrant Company: PHD TAIWAN, Taipai, CHINESE TAIPEI
Senior Planner: Peggy Yang (PHD Taiwan)
Planning Director: Ally Pong (PHD Taiwan)
Media placement: Internet - Youtube Viral Video, Online Communities (BBS, Forum, Blogs…) - 8 April 2010
Media placement: TV - TVCF Broadcasting - 17 April 2010
Media placement: TV - Program Placement In Cti TV - 17 April 2010
Media placement: Print - Female And Campus Titles (Next MG, Girl MG, Mina MG, CoCo, Miss U…) - 17 April 2010
Media placement: Internet - Yahoo/Wretch, Yahoo Key-Word Search - 17 April 2010
Media placement: Gym - California Gym Locker And Mirror Sticker, And Product Trial - 17 April 2010

Insights, Strategy & the Idea

Deodorant usage in Taiwan was low. It was one of low interest and low involvement.
Deodorant advertising (mostly via magazines showing models holding a deodorant bottle) was also expected and not engaging.

The challenge for Rexona was therefore to not only bring deodorant usage to people’s attention, but to engage them by giving them a strong reason to use it.

To achieve mass penetration, consumers that cared about their appearances and believed in spending time on personal grooming were our core target - 20-34 year old women.

They are socially active and engage well with advertising and are also more interested in new products and the latest technology. They are more likely to introduce new habits into their lives.

We discovered an insight that everyone wants to keep that “shower fresh” feeling all day.

To dramatise and bring this to life, we decided to take the “show fresh” feeling to the streets!

Creative Execution

By uncovering the insight that everyone wants to keep that “shower fresh” feeling all day, we gave women in Taiwan a strong reason to use the product and our brand. One that would take deodorant usage from being occasional and situational to one that forms part of their daily routine.

To bring this to life, we invented the “Dryness Challenge” and had Rexona girls walk the city streets of Taiwan in bath towels tasking our young target audience to take the challenge of keeping that shower fresh feeling all day.

Besides driving mass curiosity and word of mouth, the Rexona girls also used this as an opportunity for product sampling and brand exposure.

In addition, we integrated the “shower fresh” idea across various media channels to ensure maximum exposure. These channels included:
- TV with TV coop
- Magazine AD+ADV
- Digital
- Word-of-Mouth
- Ambient

Results and Effectiveness
The campaign created a dryness movement!

We drove mass curiosity and word of mouth and received unprecedented buzz for Rexona deodorant. Within two months, sales increased significantly by 30.1%, and we generated an overwhelming amount of PR.

And we are proud to say that Taiwanese consumers now finally see the advantage of using Rexona and deodorant. All this from engaging consumers in a “fresh” new way.