Title | NURTURE NATURE |
Brand | UNILEVER PHILIPPINES |
Product / Service | DEODORANT |
Category | C04. Community Applications |
Entrant | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
Entrant Company: | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
Advertising/Web Design Agency: | OGILVYONE WORLDWIDE Manila, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Dino Ocampo | OgilvyOne Worldwide Manila | Creative Director |
Bonnie Doroy | OgilvyOne Worldwide Manila | Associate Creative Director |
Pocoy Calvento | OgilvyOne Worldwide Manila | Art Director |
Mick Enrique | OgilvyOne Worldwide Manila | Senior Art Director |
Aithne Lao | Programmer | |
Gelo Guerrero | OgilvyOne Worldwide Manila | Business Director |
Mika Jamias | Account Executive | |
Stephen Lee | Forthmedia | Programmer |
Peach Natividad | OgilvyOne Worldwide Manila | Digital Production & Media Manager |
The challenge: Launch Rexona Naturals and establish its close ties with nature, even though deodorants are famous for unnatural chemicals. We injected nature into an equally unnatural space: the internet. Nurture Nature is the first Facebook application to let users grow real plants via computer, without simulation/pre-recorded videos. Users could click actions like “water”, “fertilize”, “play music”, and the live, real-time feed would show a gardener executing the commands. In one month, the app was viewed 687 hours, an equivalent of 15s TVC being viewed 164,880x. By getting blogged and tweeted about, even internationally, it generated earned media worth USD57,000.