Cannes Lions

REXONA DEODORANTS

MINDSHARE MALAYSIA, Kuala Lumpur / UNILEVER / 2005

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Overview

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Credits

Overview

Execution

With the introduction of the men's variant for Males in 2004 we could pull young couples into the activation. Rexona invited consumers to experience stunts from blockbuster English movies, via the reality show. The 36 chosen couples participated in the Rexona-MegaMovie. Seven half-hour episodes each modelled around a different theme were produced. One winning couple of each movie theme was selected to compete in the final episode for the Grand Challenge.

Outcome

The brand exceeded its sales targets mid-year, with sales growing a phenomenal 18% for the year ending 2004. Media ROI on the wafer thin budget of USD100k was 6x+ on account of the media partnerships.The Rexona MegaMovie No Sweat Challenge was one of the highest rating programmes. Rexona No Sweat Challenge will stage its fourth edition in 2005, with Unilever committed to this blockbuster brand activation platform.

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