To communicate Rexona’s (Sure in the UK) brand purpose, improving brand perception and retaining market share.
Rexona believes that the more you move, the more you live.
That’s why Rexona’s Motionsense technology is activated by movement, keeping you fresh, especially when you move.
This is a case about how we managed to build brand perception and, at the same time, keep market share in a recession economic environment. Sounds impossible? Let’s take a look:
Argentina was going through a very tough situation after a year with a 40% inflation and a 5.9% consumption decrease. New and inexpensive brands where appearing in the market, increasing their market share by almost 900%. Rexona was the market leader in Argentina and its marketing challenge was to keep the leadership and at the same time communicate its brand purpose: “The Move Your Move, The more you Live”.
Sedentary life is an epidemic in the world, Argentina is no exception: 54% of adults are catalogued as sedentary, since they don’t do fiscal activity.
So, what are people doing / moving for, even, when there’s an economic recession? What are people passions that make them move?
Well, according to the National Institute of Statistics (INDEC) 70% of the population attends to events, no matter the economic situation. When international bands or attractions land in Argentina people go nuts for tickets. When it comes to the event most ever visited by Argentineans we found out that it is: the circus! Yeap, The Circus!
And the fourth most visited events are: music festivals.
98% of Argentineans listen to music and 84% of them listen to the genre “National Rock”.
People are increasingly listening to music on Youtube. 70% of Argentineans are on Youtube and the most watched/listened videos are, music videos.
How could we address our objective of selling antiperspirant but at the same time build Rexona’s brand promise?
That’s when the perfect solution appeared: Cirque Su Solei was landing in Argentina with a very local show: “Soda Cirque Du Solei”
Soda? Is it a beverage?
Nope, we are talking about “Soda Stereo”, the most popular and legendry rock band in Argentina (most listened artist in Spotify Argentina) and Latin America. Cirque Du Solei has created only two previous shows with music stars: The Beatles and Michael Jackson. It was the first time a Latin American band would get this privilege.
Our strategy was to become sponsor of Soda Cirque Du Solei in order to boost brand image and increase sales by creating engaging content that would link to Rexona’s positioning.
Cirque Du Solei represents movement at its finest expression, the perfect reason to talk about movement and Rexona’s brand values. Even more, this was the first Cirque Du Solei show, where spectators had to move because of the scenario that would construct and de-construct. People in this area (called “The Zoom Zone”) would have to move along with the show.
We created a product promotion, encouraging people to buy Rexona in exchange of tickets for “The Zoom Zone”. This way we could fight cheaper brands and consumers would still buy Rexona in spite of the economy recession.
We had the best endorser, we needed the best content: we produced digital content for YouTube & Digital in order to catch consumers, engage with them and build Rexona’s promise: “the more you move, the more you live”.
We created the concept “everyday acrobats”.
Latam cities are hectic: traffic jam, protestors, constructions, crowded streets, not the best public transport in the world. So, people need to make acrobatics movements to move through the city.
We filmed a video asset with one boy and one girl that performed the most incredible movements to move through the city and finally arrive on time to the Soda Cirque show. Of course, with not a single mark of transpiration ;)
The video asset was thought as a 360º video that we run on Youtube and via Programmatic Video Premium. People could interact and move along with the protagonists of the video asset, making it interactive through the whole trajectory to the Soda Cirque Show, allowing users to move with the protagonists and encouraging them to move more.
We boosted the camping launching the 360º video, enabling us to build audiences. Afterwards we re-contacted the audience with a male 30” video asset or a female 30” video asset according to the audience gender. We launched the 3rd stage with a 15” reduction of the video asset, encouraging the audience to participate for “The Zoom Zone” tickets.
On Facebook, Instagram and Twitter we looked for awareness and success for the promotion. We had click to website formats to encourage users to participate.
We took the “everyday acrobats” concept to ads geo located via Mobile. We picked up the most hectic spots in the city. When people passed via those spots they were impacted by gamified Rich Media ads where they could play in exchange of Soda Cirque Tickets. (for instance, crossing “9 de Julio”, the widest avenue in the world, by just tapping fast over the on their smartphone).