Unilever: Rexona Men - Regional Digital Campaign

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Young men and deodorant.

How can we encourage them to wear it on a daily basis?

Opportunity? Sports.

Sports is one of the biggest interests for young males in Southeast Asia.

To tap into this passion point, we collaborated with FOX Sports - the most popular sports network in SEA.

Our communication objective was to connect with young males and communicate why they need Rexona's motion-activated protection.

Our strategy was to own movement by connecting everyday moves and sports moves through local partnerships and targeted media placements.

Because if you think about it, sports is essentially everyday movement performed at an intense level.

Our idea, was to celebrate The Everyday Athlete in You.

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TVC - "The Everyday Athlete in You"

In order to dramatise the correlation between sports and daily movement, we created a launch video to bring the idea of the inner Everyday Athlete to life.

Aired on FOX Sports
(30 sec)

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Transition jingle

We wanted to merge the worlds of professional athletes and everyday joes.

Our 10 sec cuts highlighted how an athlete's move can translate into an everyday move.

Aired on FOX Sports (sports highlights bumpers) and YouTube (pre-rolls).

"Mug save"

(10 sec)

"Lift slide"
(10 sec)

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Banners

We also produced a simple series of display ad-units that celebrate and capture the Everyday Athlete.

Depending on the user's favourite sport, they were targeted at the right time, right place - when they're checking the sports highlights either at work or at home.

Displayed on FOX Sports' website.

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FOX BOX TRICK SHOTS

We wanted to leverage the popularity of trick shots performed by everyday joes.

So we tapped into the FOX BOX, a daily segment where sports highlights are being reviewed.

Our idea was to seamlessly insert branded content into this segment, where we curate popular trending everyday trick shots from all over the web and tie it back to our idea of the Everyday Athlete.

Through this simple partnership, we were able to establish brand credibility.