Rexona, the Philippines' No. 1 deodorant, has been experiencing sales decline in the past years for their largest variant "Ice Cool Men".

The objective was to make Rexona relevant and exciting among men in order to turnaround Ice Cool and bring it back to growth.

Rexona's 2017 thematic campaign utilizes basketball legend and 2-time NBA MVP Stephen Curry. This is ideal in the Philippines, the only basketball-crazy country in Southeast Asia.

Rexona partnered with Waze and took advantage of the app's latest feature as soon as it was launched: customized voice recordings.

Now the Waze user stuck in the world's worst traffic could get MVP tips and directions on the road, as well as in life, via the Rexona MVP (Mobile Voice Pack).

Instead of an in-app ad that delayed their use of Waze and could get irritating, users saw a native ad that supported the thematic message and improved utility by letting them download the voice pack in one tap, to immediately use on their drive.

(Downloading and installing an extra voice pack usually takes many more steps.)

A Facebook page post encouraged the audience to install Waze and download the Rexona MVP.