Best Integrated Media Campaign 2009 Winner

TITLE: Rexona Men Sport: Who Is Australia’s Greatest Athlete?
AGENCIES: Universal McCann; Octagon
CLIENT: Unilever

OBJECTIVES
A relatively small player in the sports category, Rexona’s goal was thought-leadership. A 2008 campaign starring Ricky Ponting established demanding sales and share goals for 2009. Universal McCann and Octagon’s targets included increasing Rexona’s male deodorant share to 34% and improving brand penetration by 5%.

CAMPAIGN
Briefed with Rexona’s positioning of “game ready protection”, the agencies tapped the insight that every bloke is a sports expert and love to espouse their views on “who is the best”.

The campaign sought to answer, “Who is Australia’s Greatest Athlete?” by creating a TV series, featuring Australia’s top athletes from sports including NRL, AFL, cricket and rugby.

Nine Network aired the show on Saturday afternoons between January and March, with repeats on Nine’s late night news, Nine’s digital channel and Fox Sports. TVCs around sports and top-rating programs, newspaper ads, an online hub, YouTube buyout, mobile and PR supported the show, with in-store presence at point of sale.

RESULTS
Rexona experienced its highest-ever sales growth, with market share increasing to an average of 36.9%, beating the target of 34%.

Sixty percent of people who watched the show said they would choose Rexona. This figure dropped to 38% for people who were not aware of the show. Nine’s ratings were 24% higher than expected for that timeslot.

Judges’ comments
The simple but powerful insight that Australian males love sports, not just one code, led to unique and compelling content creation, beautifully integrated across all of the touch points most relevant to them. This produced a highly memorable campaign with strong brand health and sales results. Well done.