Dutch men want to sweat more. But in their daily lives there appears to be a lack in true physical challenge. Only through hard effort, the extreme protection of Rexona for Men can be experienced. Rexona for Men also wishes to create awareness for her partnership with NOC*NSF and the Dutch Olympic Football team. And be present at the Olympic Games in Beijing.In brief: build a campaign in which the extreme protection offered by Rexona for Men becomes relevant for the target group and create awareness for our partnership with NOC*NSF and our commitment to Olympic Games in Beijing.

We collaborated with Foppe de Haan, trainer of the Dutch Olympic Football Team and challenge all Dutch men in a campaign: Sweat yourself to Beijing! With a unique gadget, the Sweat-o-meter, received with a promo pack of Rexona for Men, Foppe keeps score of all physical effort online. True heavy-sweaters, with a final score of 88,888, are eligible to winning one of the eleven places in the supporter’s team. With a TV commercial, various non-spot items with the Olympic Football Team, print, online advertising, promo packs and PR activities all Dutch men are invited to sweat themselves to Beijing.

Rexona for Men got Dutch men moving. A quarter of a million men used the Sweat-o-meter, proving the relevance of Rexona for Men’s extreme protection. We were able to link to the Olympic Games, giving the partnership between Rexona for Men and NOC*NSF a central role in the campaign. The ‘Sweat yourself to Beijing’ campaign has proven itself, by: Securing a double-digit growth in turnover50,000 new loyal Rexona users A stepchange increase in awareness and in ‘performance’, the most important brand value.A free publicity result of 380,000 euros for the campaign

The unique gadget, the Sweat-o-meter keeps score of all physical effort, offering true relevance for the Rexona for Men brand. In PR and non spot items we introduced the Sweat-o-meter as a new training tool for the Dutch Football Team, creating a hype amongst Dutch men, but especially creating awareness for the partnership with NOC*NSF and the Olympic Games in Beijing. With the popular coach, Foppe de Haan, as our lead character we obtained sympathy from Dutch men. Partnerships with KNVB, daily newspaper AD and Holland’s most popular blog Geenstijl we won the hearts of the target group.