AUSTRALIA'S GREATEST ATHLETE

TitleAUSTRALIA'S GREATEST ATHLETE
BrandUNILEVER
Product / ServiceDEODORANT
CategoryA01. Best Use of Television/Cinema
EntrantUM Sydney, AUSTRALIA
Entrant Company:UM Sydney, AUSTRALIA
Media Agency:UM Sydney, AUSTRALIA

Credits

Credits

Name Company Position
Tim Hodgson Octagon Senior Account Director
Ben Hartman Octagon Senior Account Director
Vicki Thompson UM Strategist
Sev Griffiths UM Investment Director
Peter Grose UM Investment Manager
Anneliese Douglass UM Director
Ross Raeburn Soap Digital Strategist
Bradley Eldridge Soap Creative Director
David Weir Soap Art Director
Ashley Ringrose Soap Technical Director
Joshua Hunt Soap Senior Producer
Trish Job Tempo PR Managing Director

Results and Effectiveness

This was not a “media recommendation”...it was a complete communications programme. In Yr 1 we delivered their highest sales growth ever.. In yr 2 a slam dunk was delivered again...Rexona experienced it’s largest EVER sales growth (again), growing beyond the share achieved in 2009! Market share grew to 38.7% avg (goal was 37%), In February there was no other Rexona activity active thus we can directly attribute share increase to this the campaign. Research indicated: • 53% of people who watched claimed they would choose Rexona • People who watched the show rated Rexona more favourably than before (59%)

Creative Execution

Feed the debate via 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 to answer who is the best. 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: National awareness of challenge. Call to action • PR: Drive weekly excitement / Sporting credibility. • TVC’s & Network marketing airtime: Brand awareness (top) + direct viewers to the show (tail). 2. Further the debate • Online hub: Leveraged the enormous content; catch up on episodes; forum and interaction with sports fans. • Online: Bought the content to the eyeballs. • Mobile: Snackable content that kept the debate alive during the day. 3. Wrap the consumer in store • Pulled it back to purchase via competitions

Insights, Strategy and 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 32–34.2%) 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 .