Rexona B.O. Protect
8. Brand Experience & Activation Kancils [8.1 Best use of brand experience & activation (non-digital)]
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Links:
https://www.rexonaboprotect.com/
Product/Service:
FMCG
Client:
Unilever
Brief:
On average, a person goes through 4 bottles of deodorants a year. But in a country that is hot and humid all-year round, body odour can spontaneously occur when you're outside. What is a B.O.-afflicted person supposed to do then? Nobody brings a bottle of deodorant around. But everyone brings their cards in their wallets.
Solution:
As the foremost expert on underarm protection, Rexona launched a first of its kind protection plan for body odour emergencies. Upon signing up, policyholders can redeem a bottle of Rexona deodorant at partnering pharmacies and online retailers.
Upon signing up online and paying an annual premium, they will be sent a B.O. Protection Card with their name and a unique member ID.
The member ID serves as the redemption code at the point of purchase.
We then announced the plan where people were most likely to encounter a B.O. emergency: at the city's busiest train stations during rush hour.
