Cannes Lions

MENS ANTIPERSPIRANT

LEMZ, Amsterdam / REXONA / 2009

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We collaborated with Foppe de Haan, trainer of the Dutch Olympic Football Team and challenge all Dutch men in a campaign: Sweat yourself to Beijing! With a unique gadget, the Sweat-o-meter, received with a promo pack of Rexona for Men, Foppe keeps score of all physical effort online. True heavy-sweaters, with a final score of 88,888, are eligible to winning one of the eleven places in the supporter’s team. With a TV commercial, various non-spot items with the Olympic Football Team, print, online advertising, promo packs and PR activities all Dutch men are invited to sweat themselves to Beijing.

Outcome

Rexona for Men got Dutch men moving. A quarter of a million men used the Sweat-o-meter, proving the relevance of Rexona for Men’s extreme protection. We were able to link to the Olympic Games, giving the partnership between Rexona for Men and NOC*NSF a central role in the campaign. The ‘Sweat yourself to Beijing’ campaign has proven itself, by: Securing a double-digit growth in turnover50,000 new loyal Rexona users A stepchange increase in awareness and in ‘performance’, the most important brand value.A free publicity result of 380,000 euros for the campaign

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