REXONA POLICE

TitleREXONA POLICE
BrandUNILEVER HONG KONG
Product / ServiceREXONA
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantRAZORFISH Hong Kong , HONG KONG
Entrant Company:RAZORFISH Hong Kong, HONG KONG
Sales Promotion/Advertising Agency:RAZORFISH Hong Kong, HONG KONG

Credits

Name Company Position
Endy Fung Razorfish (Hong Kong) Co., Ltd. Executive Creative Director
Jerry Chu Razorfish (Hong Kong) Co., Ltd. Creative Director
Grace Ho Razorfish (Hong Kong) Co., Ltd. General Manager
Janet Lee Razorfish (Hong Kong) Co., Ltd. Associate Project Director
Ray Chan Razorfish (Hong Kong) Co., Ltd. Senior Copywriter
Menu Tsai Razorfish (Hong Kong) Co., Ltd. Art Director
Ruth Kwong Razorfish (Hong Kong) Co., Ltd. Associate Art Director
Joe Chan Razorfish (Hong Kong) Co., Ltd. Interactive Designer
Atom Chui Razorfish (Hong Kong) Co., Ltd. Project Executive
Melody Chu Razorfish (Hong Kong) Co., Ltd. Project Executive
Martin Chau Ogle Production Ltd. TVC Director
Kasey Cheung Ogle Production Ltd. TVC Producer
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
Harleen Kaur Omnnicommedia Group Communicator Strategist

The Brief

The deodorant category in HK has a penetration of 30% with its usage restricted during summer and after sports. Our brief was to grow the category and make usage of Rexona deodorant an everyday habit amongst non-users, and occasional users. HK people are extremely conscious about their image. They do not like to be looked down upon socially. They will even feel ‘embarrassed’ if they are commented to have foul smell. Through this promotion, we want to bring up the concern of body odour, for our consumer to recognize the problem, reveal the reason, and resolve with Rexona deodorant.

Describe how the promotion developed from concept to implementation

We amplified the problem of odour by creating a new social label of “Smelly Guys" and "Smelly Girls" and "Rexona Police" platform through which "smelly people" would be reported secretly. Leverage on the labels, we teased consumers through a news format viral video to show how devastating foul smell could be. Magazine advertorial was rolled out to make this theme prevalent with TVC to announce the formation of “Rexona Police” to recruit "Anti-Smell Agents" tasked with the responsibility of reporting any smelly person around them secretly. It was also supported by Outdoor and Online media with optimal weights.

Describe the success of the promotion with both client and consumer including some quantifiable results

Category growth of 7% vs. same period last year. 500,000 bottles were sold out within the campaign period. Two month total bottle sales had double up. Rexona sales have increased by 7% vs. last year. In just two weeks, over 68,000 people viewed the viral new video and further shared this video on their social networks. Rexona website immediately generated over 80,000 visits in just 2 weeks, and maintained a stable weekly traffic of 35,000 till the campaign finished. Over 70,000 people have been reported as ‘smelly’ that finally succeeded in revoking their charges.

Explain why the method of promotion was most relevant to the product or service

It is embarrassing to comment on people who have foul smell. With the use of Facebook, this campaign allowed our consumer to indirectly report "smelly people" around them, without directly disclosing themselves. The humorous approach also reduce consumers' barrier to engage with the campaign to understand reasons for body odour, and how Rexona helps to resolve the problem. This campaign created a strong social pressure from friends, family and colleagues, which would become the key reason to change and get consumers to start using Rexona deodorant every day.