Rexona All Blacks

Campaign: Rexona All Blacks
Creative Agency: Future Buro AU
Advertiser: Unilever
Ad Format: Polite Banner
Interactive Features: Upload/ Download
Vertical: Health/ Beauty
Country: New Zealand

Rexona creates a lot of buzz in New Zealand with this interactive campaign which allows All Black  Rugby fans to upload and download videos that will later be played back in another Ad. Reaching over one million New Zealanders it proves that this is a strategic method to raise awareness about a product. By sponsoring an event that appeals greatly to their target audience, males 18 - 45, they are given the opportunity to create strong personal relationships with consumers. The idea behind this Ad is that people in New Zealand love the All Blacks. If they can associate the team with the product and create enough awareness these consumers will love the brand and feel obligated to buy the deodorant because the team uses it to.

Today, people enjoy uploading and sharing videos on the internet. That's why this campaign was so successful, because people started uploading their videos then telling their friends to check them out and then their friends uploaded their own videos and the effect continued. They created a fun experience by allowing the consumer to be creative and showcase in their own personal Ads. This is important because it encourages positive word of mouth and continued use through out the campaign equaling to higher levels of frequency, also important when creating awareness.

My Rating 5/5