For the first time in Russia we used 3D integration into the program.Key unit of sponsorship integration was animated full-height 3D personage - Rexona spray can, which accompanied boxers to the ring, interacted with them, and supported them during the program. 3D personage made brand “alive” and close to the consumers. Participation in boxing strengthened masculine attributes of the brand. Other Rexona integrations in the program supported the communication:Logo on entrance boards when boxers come out to the ring,Arena screen,Program idents.Images of 3D personage and other attributes of the show were used in the multimedia campaign which started just after the show: OOH in biggest cities,Internet game and banners,Articles in men’s magazines.Media mix of the promo campaign was optimized by specially created tool to achieve maximum cover across combination of media within minimum budget.

3,725,000 Men 25-35 (70% of TA) saw the show. After the campaign Rexona Men Power took the second place in the portfolio of Rexona aerosols. “Trial” index for Rexona Men grew by 26% (Milward Brown). After 1st month of the communication sales grew+ 68%, after 2nd + 80%.