Malaysian Media Awards Winners Showcase
2010 | Finalist | Best Use of Radio
Advertiser: Unilever (Malaysia) Holdings Sdn Bhd Brand: Rexona Creative Agency: - Credits: Shankar Rajagopal (Director), Anne Leow (Manager), Looi Yew Mun (Senior Executive), Suveea Jinadasa (Senior Executive), Caryn Hon (Executive)
Challenge
Malaysian women tend to shy away from discussing the private and embarrassing topic of body odour, and this hindered Rexona’s growth as a deodorant brand. Can Rexona increase its category penetration by finding a new communication strategy to break this taboo without breaking sweat?
Solution
Realizing that consumers associate telling lies with sweating; we saw an opportunity to create an engaging Lie Detector Test activation on radio, a highly personalized medium. This makes deodorant talk easier since the focus is on staying dry and not on embarrassing odour, cleverly associating Rexona with no sweat moments.
Execution
We raised temperatures by enlisting celebrities, allowing listeners to vote for the ten favorite celebrities they like to see on the hot seat for Live Lie Detector Test. Listeners were also engaged to persuade their chosen celebrity to participate. An engaging, entertaining format with great talkability factor, which also effectively communicated Rexona’s branding message of being able to stay dry, even under pressure!
Results
Rexona women sales grew by 21% from Feb 09 to March 09. 80% of the radio station listeners were aware of the activation with Rexona’s brand association registering amongst 80%+. 88% of these listeners developed a positive purchase intention for Rexona.
