We ran a competition offering a prize that tested both Rexona's deodorant, and Kiwi fans dedication to their team.

The winners of the competition got to watch the All Blacks play France from a corporate box at Eden Park. But the front of the box was covered by a giant set of curtains. The curtains were connected to the Rexona Treadmill of Devotion. In order to watch the game the 6 winners had to keep the curtains open by taking shifts running on the treadmill for the entire match.

The campaign became the most recalled All Blacks campaign of the 2013 season. Entries were 250% higher than forecast. Media impressions were 70.5 million, 428% higher than forecast. Facebook traffic was 178% higher than forecast. The campaign reached 3.3 million people - 78% of the New Zealand population.