Cannes Lions

REXONA DEODORANT

VEGAOLMOSPONCE, Buenos Aires / UNILEVER / 2006

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

A man applies Rexona to go to work. His reflection behind the mirror is doing the same. There’s a dark world hidden into the mirror where all the human reflections live. All the reflections are running to reach the next mirrors. In the real world, the man drives to work unaware of it. Before a meeting, he goes to the restroom and his reflection gets there 2 seconds before. They both check their dry armpits in the mirror. The protagonist leaves the restroom and his reflection moves into the dark corridor to rest, but he has to start running again!

Execution

The concept or activation platform for the promotion was "What future would you choose? With Rexona Horoscope Promotion prepare to live moments that only Rexona can offer. And we linked the idea: Horoscope (Future/uncertainty) with prizes that your choice (not just travelling). Amazing moments that only Rexona can offer. And a real make or break moment, it´s about choosing your own future.

Outcome

The preliminary results show high awareness (75%)& branding (99%). A very good understanding of promotional mechanic. Performance of the message communicated: 56% of promotion and 16% of efficacy. Excellent link with the brand. More than 200,000 packs registrations.

The value share increased in antiperspirants segment +3.5pp (= +0.9pp total market).

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