Rexona: DO MORE
Rexona
Issue 29 | December 2013
Agency
R/GA London
Creative Team
VP, Executive Creative Director: George Prest VP, Executive Creative Director: James Temple Creative Director: Raphael Campos Creative Director, Head of Copy: Andy Cutbill ACD, Experience Design: Paul Torres Senior Visual Designer: Daniel Nieuwenhuizen Group Director, Digital Studio: Alex Wills
Production Team
Production Manager, Live Action, Digital Studio: Megan Summers Digital Video Editor, Digital Studio: Chris Shimojima Production Manager, Digital Studio: Elisabetta Viggiani Technology Project Leader & Solutions Architect: Andy Hawkes Technical Director: Anthony Galvin Planning Directors: Adam Sefton, Douglas Smith Senior Producer: Grant Duncan
Other Credits
Group Account Director, Global Lead Rexona: Lestyn Keyes Account Director: Pascal Meline
Date
June 2013
Background
Rexona, the $1.5 billion deodorant brand, came to the agency to launch a new global philosophy: DO:MORE. The task was to mobilize online communities and rally them around the brand's call to action. The mission was to create a digital ecosystem for Unilever's global deodorant brands. Thus was created the ultimate YouTube channel aimed at the most activity-oriented groups: adrenaline junkies and street dance fans.
Idea
6 films were shot on 19 cameras and the stories ran in parallel so the viewer could switch between vantage points at will. Aimed at Inspiring and enabling people to do more of the things that they love, the content-rich YouTube channel aggregates and distributes an innovative and bespoke catalogue of specially created Do:More films. Inviting the audience to experience the 'do more' philosophy up-close and personal themselves, the channel focusses around two interactive hero films, shot on 19 separate cameras and run in parallel. Developed by R/GA London, the two films 'Do:Dance' and 'Do:Adrenaline', engage online communities and rally them around the brand's call, by tapping into two of the biggest social groups the agency could find.
Results
Since the Do:More YouTube Channel launched in March 2013, it has been a huge success for the brand – both internally and externally. The campaign has received plaudits from the Google team, calling it 'amazing' while it has been hailed internally at Unilever as a brave new digital direction for the Rexona deodorant brand. The YouTube channel has received 3.3 million views already to-date, with 600,000 referral visits and 300,000 from direct traffic. What is also highly impressive is that 10% of views have come as a result of social media activity around the campaign.