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Rexona – thriving under pressure

Rexona wanted to re-connect with their male target audience after a four year break from sports advertising and reaffirm its long-time positioning: It won’t let you down.

The challenge

Rexona wanted to reconnect with its male target audience after a four year break from sports advertising and reaffirm its long-time positioning: “It won’t let you down”.

The insight

Rexona needed a reinvigorated message to drive the male sporting audience to purchase and brand insights established a link between Rexona’s association with sport and the performance of elite athletes.

‘Pressure’ within sport became the focus of the brief.

The execution

Using reactive pull-throughs, a transparency that appeared on the lower third of the screen, Fox Sports was able to place Rexona messaging at precise moments when pressure was building during sports broadcasts.

In addition to the pull-throughs, Fox Sports created a cross-code campaign featuring 10 top NRL, AFL and Supercars athletes including Johnathan Thurston, Patrick Dangerfield and Scott McLaughlin.

In all, 21 content pieces were produced – 18 x 60 second pieces and three x 30 second TVCs – providing insights into each athlete and how they prepare to thrive under pressure.

Across the course of six months, the content pieces were released and seamlessly integrated into premium sporting live broadcasts in addition to high impact and targeted placements across major Fox Sports digital and social channels.

The results

This was MCN’s largest ever cross-channel, cross-platform content series exposing 7.59m fans to the Rexona Pressure Series with a total of 14m views on FOX SPORTS digital assets.

Following the campaign, Rexona Sport was the number one selling deodorant in Australia experiencing baseline sales growth during the campaign.

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