REXONA GO

TitleREXONA GO
BrandUNILEVER PHILIPPINES, INC.
Product / ServiceREXONA DEODORANT
CategoryC06. Real-time Response
EntrantMULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation MULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation 2 ONE DIGITAL MEDIA GROUP Pasig City, THE PHILIPPINES
Idea Creation 3 UNILEVER PHILIPPINES Manila, THE PHILIPPINES
Media Placement MINDSHARE PHILIPPINES Taguig, THE PHILIPPINES
PR MULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES
PR 2 UNILEVER PHILIPPINES Manila, THE PHILIPPINES
Production MULLENLOWE PHILIPPINES Makati City, THE PHILIPPINES

Credits

Name Company Position
Leigh Reyes MullenLowe Philippines President & Chief Creative Officer
Abigail Aquino MullenLowe Philippines Executive Creative Director
Roman Carlo Olivarez MullenLowe Philippines Creative Director
Bjay Gomez MullenLowe Philippines Art Director
Tina Araneta MullenLowe Philippines Associate Creative Director
Alan Fontanilla MullenLowe Philippines Managing Director
Gerald Lim MullenLowe Philippines Account Director
Neil Trinidad Unilever Philippines Marketing Manager
Cara Favila Unilever Philippines Marketing Manager
Carlos Corrales Unilever Philippines Brand Manager
Bea Lagdameo Unilever Philippines Assistant Brand Manager
Alex Tanjangco Unilever Philippines Assistant Brand Manager
Angeli Medida Mindshare Philippines Media Planner
Jill Aquino One Digital Media Group (1DMG) Managing Director
Kayla Dieta One Digital Media Group (1DMG) Account Executive

The Campaign

Rexona saw the perfect opportunity to make itself relevant with the arrival of the massively-popular Pokémon Go. The brand converted 6 Pokestops into real-life Rexona Go Stations, offering outdoor essentials for the full Pokemon Go action.

Execution

Rexona Go: the Pokéstop Takeover! combined in-person activation and online amplification for a unique twist on the Pokemon Go experience that everyone got in on. Just 6 days after the app launched in the Philippines, the brand converted 6 Pokestops into real-life Rexona Go Stations, offering outdoor essentials for the full Pokemon Go action: water tumbler, mobile power banks, caps, and of course, Rexona roll-ons. Players could equip themselves as Master Trainers with all these premium items to #KeepOnMoving and catch ‘em all.

TARGET AUDIENCE OUTCOME Digital Reach • 1.4 Million Views in just 3 days • 21 Million Impressions (700+% over the local benchmark) • 8.3 Million people reached (Almost 60% of target market online) BUSINESS OUTCOME Sales Growth • 29% Growth of Featured Variant - a month after activation • +127 Points in Penetration of Featured Variant - two months after the activation

The Situation

The hot summer weather was nearly over and rainy season was approaching. People were skipping deodorant use thinking that with less humidity, they were less likely to sweat and smell. Rexona needed to persuade the general urban public to keep on using deodorants regardless of the weather. It needed a disruptive and engaging way to dramatize that every movement leads to sweat, and body odor. Pokemon Go's massive arrival in the Philippines proved to be the perfect avenue for branding. With limited resources, unavailable branded sponsorships, and app players waiting to be activated, Rexona found a way to be relevant.

The Strategy

The hot summer weather was nearly over and rainy season was approaching. People were skipping deodorant use thinking that with less humidity, they were less likely to sweat and smell. Rexona needed to persuade the general urban public to keep on using deodorants regardless of the weather. It needed a disruptive and engaging way to dramatize the fact that every movement, big or small, leads to sweat, and body odor.

Links

Social Media URL