Title | REXONA GO |
Brand | UNILEVER PHILIPPINES, INC. |
Product / Service | REXONA DEODORANT |
Category | C06. Real-time Response |
Entrant | MULLENLOWE 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 |
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 |
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.
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 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 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.