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The unique thing with VGP is that Rexona not only has a great presence on the Internet, but also on TV and in physical meeting places. We are very pleased with our racing activities.

Maria Lövdén, Nordic Brand Manager, Unilever Home and Personal Care

Destination

Through in-depth analysis, we identified that the Swedish Rexona for Men target group, men aged 25-39, had a passion point that correlated excellently with the Rexona tag line "More power than you need" - car racing. Our challenge was to find an exceptional and relevant way to communicate Rexona through this passion point. It was essential to engage and create emotional value in order to cut through the clutter in a "pull, but not push fashion". This led us to identify and negotiate a unique composition of car racing properties including online gaming and community, TV, testimonials, events, through to in-store.
 

Platform

The online gaming property deal not only included Rexona branding in the game and the community created for the gamers, but also a presence in the game's pioneering TV show and at four extremely popular event stops. Rexona also signed up a famous Swedish racing star in order to get exclusive content for the campaign website and a strong attraction both for the in-store sales campaign and the events.

Design and Delivery

Knowing that the Rexona target are heavy Internet users, Rexona had impact advertising on lifestyle sites in the beginning of the campaign, working in combination with the collaboration with the gaming property that targeted racing sites. The Internet activity and TV show (a media first) skewing youth, as well as the events and in-store promotion reaching all ages, managed to touch the consumers at various times during the day and in different moods and environments.

Evaluation

By identifying the optimal passion and the most effective touch points, we managed to:

• establish a fantastic affinity in the target group
• achieve massive engagement with for instance 137,000 unique VGP visitors from 64 countries (despite the site being Swedish) and 173,000 driven laps.
• increase sales of Rexona for Men deodorants by 44% in total. No cannibalising of other Rexona products took place.