REXONA POLICE

Short List
TitleREXONA POLICE
ClientUNILEVER HK
Product / ServiceREXONA DEODORANT
CategoryC01. Integrated Media Campaign
EntrantPHD HONG KONG, HONG KONG
Entrant Company:PHD HONG KONG, HONG KONG
Advertising Agency:RAZORFISH Hong Kong, HONG KONG
Media Agency:PHD HONG KONG, HONG KONG

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).

Credits

Name Company Position
Ray Wong PHD Limited Chief Executive Officer
Denise Chow PHD Limited Business Director
Alex Chow PHD Limited Group Head
Kitty Ng PHD Limited Associate Digital Director
Phyllis Lam PHD Limited Associated Buying Director
Lucille Yue PHD Limited Buyer
Deric Wong Omnnicommedia Group Strategic Planning Director
Endy Fung Razorfish (Hong Kong) Co. Executive Creative Director
Jerry Chu Razorfish (Hong Kong) Co. Creative Director
Grace Ho Razorfish (Hong Kong) Co. General Manager
Janet Lee Razorfish (Hong Kong) Co. Associate Project Director
Ray Chan Razorfish (Hong Kong) Co. Senior Copywriter
Menu Tsai Razorfish (Hong Kong) Co. Art Director
Ruth Kwong Razorfish (Hong Kong) Co. Associate Art Director
Joe Chan Razorfish (Hong Kong) Co. Interactive Designer
Atom Chui Razorfish (Hong Kong) Co. Project Executive
Martin Chau Ogle Production Ltd. TVC Director
Kasey Cheung Ogle Production Ltd. TVC Producer