Results and Effectiveness

- Over 80,000 deodorant dodging suspects were reported that resulted in over 500,000 Rexona bottles sold in just TWO months! - Volume sales were up by 8.4% year on year and the category grew by 7%, driven mainly by Rexona. - A massive achievement considering how hard it is to change behaviour.

Creative Execution

RECOGNISE We raise the public concern via a viral video mocking HK’s breaking news - a 3 year-old kid fainted in a cable car due to intense body odour. In social media and magazines, reports from “No Smell Association” unveiled a new social movement ‘Say No to Smelly Guys and Smelly Girls’ to activate consumers’ self-consciousness. REVEAL Rexona Police was established in mass media to recruit Anti-Smell Agents. The Agents could secretly report their smelly friends via mobile, Facebook or to the association’s (Rexona) website. This escalated peer pressure critical for behavioural change. RESOLVE Daily ‘wanted’ Facebook newsfeeds were sent by Rexona Police who urged the suspects to review their social life and daily activities. The suspects could only remove the labelling by discovering the real causes of odour/sweat and be supported by a friends’ verification. Through this process, our targets learned about the importance of daily usage of deodorant.

Insights, Strategy and the Idea

Even though Rexona is a leading brand of deodorant in Hong Kong, the deodorant category has a penetration of only 30% in HK. This is because deodorants are mainly used in the summer and after sports activities. However, HK consumers don’t know that sweat can be caused by emotion, stress and movement, and not just from heat and humidity. Our challenge was to grow the category and make Rexona’s deodorants an ‘everyday habit’ amongst deodorant dodgers. We began with a simple insight that image conscious HK consumers will do anything to avoid embarrassing social labels. Thus, social pressure would be the key force to change behaviour for deodorant usage. After all no one wants to be labelled as smelly! Our solution was “Rexona Police” – the Anti-Smell Agents of the “No Smell Association”, a new and powerful pressure group designed to K.O.B.O (Knock off Body Odour).