Results and Effectiveness

With media communications integrated together effortlessly and with a highly positive reception, the Run became the most talked about and biggest running event of the nation. Both online and off, engagement was very high (as measured in impressions and earned media values), and the brand achieved the business and brand equity results it was looking for: Brand scores for almost all brand messages significantly improved following the run by about 10 points each. YTD value shares also significantly improved for 2013 and brand performance USG increased to 14.7%, compared to -0.4% a year before.

Creative Execution

There was a comprehensive print and digital plan, with a huge PR Launch and extensive talkability leading up to the Run. Celebrity brand ambassadors took the social media sphere by storm, with a strong amount of digital marketing and one of the most viewed Unilever Philippines TVCs of the year on YouTube. Print media was filled with features on the Run. Rexona also partnered with popular running stores and owned LED billboards across all major locations. In the running stores we partnered with, we had an in-store purchase promo that tied the brand, the communications, and the purchase together. All of these communications were consistent in their message, which enhanced the experience for consumers and created a sense of ubiquity and connectedness that tied together the entire campaign. All channels combined to create a highly immersive, integrated experience for participants.

Insights, Strategy and the Idea

Rexona has always capitalized on being a deodorant capable of supporting even the most active lifestyles, holding annual Runs since 2010. Our target audience was typical office workers that don’t use deodorants because they believe they don’t feel the need to use them in air-conditioned areas. By encouraging these people to go out and do more, they don’t just experience the effectiveness of the product, but they realize its relevance to their lives as well. Run to Your Beat 2013 built upon the previous years’ Runs and reached out to people with a new finding – that runners performed better when running to music. The Run excellently bonded the reasoning and relevance of deodorant usage with the fun and engagement of a physical and social event to create the perfect melding of a great experience for people and a strong product feature for the brand