Campaign details

Brand: Unilever / Rexona
Lead Agency: Mindshare Indonesia
Region: Indonesia

Strategy

Objective

Rexona, the leading deodorant brand in Indonesia, faced an increasingly competitive market as well as flat sales growth. Rexona wanted a high-impact campaign that would boost brand awareness and top-of-mind recall that would ultimately translate to stronger brand preference and increase in sales.

The Southeast Asian (SEA) Games held in Kuala Lumpur in August 2017, was considered one of the most awaited sporting events in Indonesia due to the strong performance of its national teams, and it provided an opportunity to associate the Rexona brand with a popular, wide-reaching activity to highlight its brand attributes.

Inspired by the spirit of "Nobar" (watching an event together), Rexona wanted its target consumers to engage in active lifestyles, manifest the spirit of movement and instill a strong sense of nationalism as they support their football and badminton teams competing in the SEA Games, while Rexona offers them protection from sweat and body odor.