Cannes Lions

REXONA DEODORANT

NAKED COMMUNICATIONS, Sydney / UNILEVER / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

We devised an engaging method of getting the balls to Australian men. Rexona Ambassador, Australian cricket captain and general sporting God, Ricky Ponting led the campaign. Ricky’s Million Ball Mission was born. Positioning the campaign as a mission and involving a respected sportsman as its spokesperson gave the campaign gravitas, and ensured consumer engagement and media interest. The in-activity of Australian men had become newsworthy topic, so by using a respected sportsman on a mission we could leverage the existing public interest in the issue. We created a visual identity that tied the campaign elements together to give it further scale. Though the balls, Ricky’s Million Ball mission gave us a legitimate reason to present the Rexona brand to consumers, at the key point of engagement while they were playing sport and working up a sweat.

Outcome

Balls games sprung up everywhere. Thousands of dollars in free PR was generated. 100,000+ individuals visited the website, 10,000+ entered the retailer competitions. Sales and share growth significantly exceeded targets. Sales grew 17.6% YTD vs. last year. Record 35% market share was achieved. Through the balls, the campaign lives on. Rexona Men brand has grown +23.1% nationally Achieved record share in Deodorants of 35% in p2 2008.

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