BARRY OGDEN
| Title | BARRY OGDEN |
| Brand | UNILIVER |
| Product / Service | REXONA |
| Category | D01. Social Video |
| Entrant | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Idea Creation | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Production | PLAZA FILMS Sydney, AUSTRALIA |
Credits
| Name | Company | Position |
|---|---|---|
| Simon Langley | J.Walter Thompson Sydney | Executive Creative Director |
| Carly Yanco | J.Walter Thompson Sydney | Senior Planner |
| Milly Hall | J.Walter Thompson Sydney | Group Account Director |
| Giles Clayton | J.Walter Thompson Sydney | Copywriter |
| Simon Hays | J.Walter Thompson Sydney | Art Director |
| Ana Lynch | J.Walter Thompson Sydney | Group Account Director |
| Amanda Slatyer | J.Walter Thompson Sydney | Broadcast Director |
| Joanna krol - Slocombe | J.Walter Thompson Sydney | Account Manager |
| Rebekah O'Grady | J.Walter Thompson Sydney | Account Executive |
| Dave Wood | Plaza Films | Director |
| Lee Thompson | Plaza Films | Producer |
| Gaby Muri | Plaza Films | Editor |
The Campaign
Unfortunately, most people can’t tell when they have body odour because the olfactory bulb in our brain has evolved to detect our own scent as “non-threatening”, meaning we don’t register the smell, even when it’s bad. This campaign introduces the world to Barry Ogden aka B.O. A fictional character who is famous for all the wrong reasons. Barry’s nickname has been B.O. since he was a teenager, but he has no idea that his name and notoriety have absolutely nothing to do with his initials and everything to do with his body odour.
Creative Execution
Barry Ogden’s story was told across four key channels: Facebook, YouTube, Spotify and Unruly with the aim of entertaining people in their downtime moments. 60”, 30” and 15” edits were used to entertain people with Barry’s story and provoke re-consideration of people’s existing body odour solution while the 6” bumpers were retargeted to exposed audiences to remind them of Barry’s story and extend top of mind awareness for the campaign.
The campaign has reached over 5 million people to date, over-delivering on paid reach targets by more than 60%, which is a result of engaged audiences sharing and commenting on the content. Video completion rate is also sitting well above industry benchmarks at nearly 30% (industry benchmark sits closer to 14%). Overall by engaging audiences with Barry Ogden’s story we’ve generated more than 2 million earned media impressions at a media value of approximately $100,000.
We knew most people believed their deodorant was “good enough” but they still worried if they smelt bad. Every month more than 10,000 Australians asked Google how to find out if they had bad body odour. Google’s answer? Ask a friend. Evolution has trained human brains to ignore our own body odour and focus on other people’s (which might signal a potential threat). That means there’s actually a good reason for that niggling body odour insecurity - you could be the only one that doesn't know you have B.O. So to get people to rethink whether their current deodorant was working we needed to provoke them to consider if they’re oblivious to their own scent. Central thought: Don’t be the last to know about your B.O.