The Campaign

In the Philippines, all advertising go through the Advertising Standards Council, the regulatory board focused on bringing responsible advertising in the country. In term of branded content, the Philippine media is open to this, as given that the Advertising Standard council gives their approval. All branded content for above the line executions need to be supported with proper documentation, particularly technical or consumer based documentation, whenever necessary.

Results

In the Philippines, only 6/10 people use a deodorant, but for teens, there is only a 15% penetration. From this, came the biggest market development opportunity for Rexona. In recruiting new users, the challenge was in getting tens to care about sweat and odor. To get them to listen, the message of deo usage had to be exciting. Inspired by the global DO:MORE BCI, we decided to make market development exciting through music and dance. This linked well with Rexona’s efficacy proposition because when you dance, you sweat. The main JTBD of Rexona Do The Moves was to recruit teen non-users to start using deodorants by showing the importance of staying fresh. The local campaign had 3 main elements: (1) a fresh new song; (2) a series of dance steps that highlight if you’re dry and fresh; and (3) activated where teens are -- schools, malls and on digital. Inspired by current music trends, Rexona created an initially-unbranded song and music video entitled “Do The Moves,” featuring the country’s #1 female singer, teen dance idols, and Black Eyed Peas superstar, Apl.de.Ap. This was part of the multi-layered hype plan that effectively generated excitement around the launch. Partnering with the country’s #1 music channel, it was seen and heard across all teen-relevant media, magnified further through earned song plays from FM radio stations. With the song famous, the Pasimple (Subtle) Moves, a series of fun dance steps for teens to subtly check if their underarms are dry and fresh, was launched online. This was used in over 100 school activations and in Timezone, a popular arcade hangout present nationwide. This came with a Kinect dance game making them sweat, followed by educational pamphlets with the Pasimple (Subtle) Moves, product samples, a convincing demo plus discount coupons for repeat purchase.

Focusing on teens, Do: The Moves, Rexona’s MDM campaign, prioritised the digital space where most teens are present. The endorsers - the country’s #1 female singer, teen dance idols, and Black Eyed Peas superstar, Apl.de.Ap - and their fans were tapped to generate hype online. Also, Digital promos popularize the Pa-simple (Subtle) Moves. Through a partnership with an arcade, Timezone, and schools nationwide, we reached 500,000 teens with a Kinect dance game activation allowing them to have fun and feel the need for deodorant because they sweat while playing. Demos, educational pamphlets and sampling were done to further drive education.

Aside from hitting over 500,000 teens through our school and Timezone activations, Rexona’s “Do The Moves” song catapulted to the top of the hit charts of the country’s #1 music channel and other digital charts. It become the #1 local song and most the most downloaded, with 700,000 downloads and streams. On digital, the campaign gained more than 1.7B impressions, with a total of 3.3M people reached. The TVC on Youtube gained 1.1M views with a 41% viewthrough rate on TrueView placements, double the standard of Unilever ad placements. Rexona Do The Moves increased penetration of HH with teens by over +200 bps, from 13.8% pre-campaign to 16.6% in just the 1st month of the campaign, making it grow for the first time since 2013. Nielsen retail value (May 2014) of Rexona has reached its highest values sales in three years, with 11% growth in past 3 months vs. pre-campaign. Rexona value shares also increased by +100 bps in L3M vs. pre-campaign period.