Title | REXONA POLICE |
Brand | UNILEVER HONG KONG |
Product / Service | REXONA |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | RAZORFISH Hong Kong , HONG KONG |
Entrant Company: | RAZORFISH Hong Kong, HONG KONG |
Sales Promotion/Advertising Agency: | RAZORFISH Hong Kong, HONG KONG |
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 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.
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.
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.
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.