PHD Hong Kong

“Rexona Men deodorant needed to grow its market share by extending the usage occasion from its current preconceived sports usage to daily hygiene necessity.

Amongst our men target, 4 in 5 do not use deodorant as they are oblivious to their odor. But what matters to them is when their body odor interferes with their social life, especially with females. And female’s opinion matter to them. Rexona spotted the opportunity to leverage females’ opinion as means to trigger realisation and need.

Tapping into the insight we conceptualised a social experiment. Rexona placed handsome non-deodorant wearing men to the test in a blind date to derive the data proof needed to highlight to men that body odor destroys social life. Females look of disapproval and stern warnings triggered realisation and need.

Rexona sustained the momentum by deploying 50 data driven video creative echoing women’s disapproval if one smelt bad; inspired by the data from men’s digital foot print – search and video behaviour. Each of the 50 data driven advertising hijacked men’s varied interest, turning moments of interest, to moments of intent to purchase.”