Results and Effectiveness

This was the first-time-in-Vietnam that an augmented reality technology was used to bring a brand’s platform to life and build an emotional connection. The campaign became the most successful online campaign ever for Unilever Vietnam. More than 1 billion impressions gave an impressive CPC of $0.04 (the lowest ever versus the market norm). The campaign surpassed the target to achieve 2 million clicks. Market share increased by 1.7% on total deodorant base, delivering an increase of 4.5% in the male deodorant segment

Creative Execution

The media investment was small as it was a new player in a very small emerging segment. Given this limitation we had to select highly focused media channels that would deliver optimum awareness at a very low cost. We launched the first ever Augmented Reality program in Vietnam by developing a micro-site that used animated sexy, cheerleaders dancing on a trigger that was easily printed or even hand drawn. Using a simple webcam or mobile phone consumers could visually become part of cutting edge technology. Men could celebrate their world cup fever by creating unique routines for the dancers and uploading the videos to an incentivized micro-site with prizes for the best cheerleader routine. Rich media banners on popular online football sites and viral youtube videos generated traffic. Knowing our target would be watching the games live in popular cafes, we also placed strategic branded billboards with live score updates.

Insights, Strategy and the Idea

Benchmarked against female deodorant variants, the base of male deodorant in the market is very small. Rexona for Men was a new deodorant launch that needed immediate brand awareness and market share. Target consumers identified were young, active Vietnamese men aged 20 -25, who have a passion for sport. Proprietary research gave us insight that football was their only sport and digital was their media lifestyle choice. The campaign idea was Rexona Men “Sport Defense”, built to withstand extreme passion for football. World Cup 2010 is a football fever for our consumers. With the fever, the insight is that sweating on the field of play in sport is acceptable; but sweating off the field (while watching, celebrating) is what I should avoid.