Our Goal

By SIXANA20 Kasm 2014

THE BRIEF

What Rexona wants? More Doers

More Deodorant Users

Increase Market Penetration

In Turkey

Philosophy of DO MOREBeing creative

Positive thinking

Connecting with people

Exploring opportunities

Moving out of the comfort

Zone Making things happen

Who are the DOERS ?The people who are;

Physically active. Socially connected.

Emotionally engaged.

Non-users think that they do not sweat.Background

of Women%62

of Men%74DONT USE DEO IN EVERY DAY

In Turkey

Our Goal

Rexona is the biggest supporter Rexona a daily hygiene routine.The occasional users turn into heavy users.Non-users try Rexona at least once.Increase market penetration.

Young people and people who feel young Competitive, Ambitious

Approximately 90% of Turkish population.Target AudianceChallenging...Success-oriented

Target Audiance

Turkey developing country People more competitivePeople more success orientedConsumer Insight

I wannado more!We can do it!I am better!:)

The biggest competition experience Encouraging break the world recordRexona the biggest supporter Strategy

Breaking Guinness records in important days Sub categories of Do More philosophy

Dance More, Hug More, Love More, Peace More

What is Our Creative Idea?

Possible events Rexona will be engaged with

The Event5 April Pillow Fight Day at Kkiftlik ParkBreak the Guinness record more than 3706 people

Execution Plan

COMMUNICATIONOF THE EVENT

The longest flyer ever At Point of Purchase

The most crowded pillow fight record of the world at Kkiftlik Park on 5 April. Spray spray spray on more Rexona, break break break a lot more record.

FlipcardAt Point of Purchase

Barcode melodyAt Point of Purchase

3 Week Before The EventSeeding posts, promoted teaser and main campaign videoson; YouTube, Facebook, Twitter, Instagram.On Social Media

Teaser 1

Teaser 1

Teaser 2

Teaser 2

Teaser 3

Teaser 3

Main Video

Main Video

In Twitter

#DahaFazlaRekor (#TheMoreRecord)On Social Media

Special post for

Swarm InstagramOn Social Media

Special post for

Swarm InstagramOn Social Media

THE EVENT DAY

At Kkiftlik Park, on 5th April, Rexona Branding Guinness World Record for the largest group of pillow fight. At least 3707 people.

On Event Day

At Kkiftlik Park, on 5th April, Rexona Branding Guinness World Record for the largest group of pillow fight. At least 3707 people.

On Event Day

Check-in on Swarm and share photo on InstagramOn Event Day

Rexona box as record certificateAfter record partyOn Event Day

1 day after Biggest product exchange campaign Radically deodorant using habit changing Promotion

sudden confetti rain in biggest squares of city.

Promotion

Promotion

There will be advertisement videos on social media about promotion1) Ohhh! Im so sweaty. I should spray Rexona.

2) OMG!! Its empty, Ill smell bad I should get the new Rexona.3) Have good day! I brought my empty Rexona box.4) Barcode melody sounds.Spray spray spray on more Rexona, get get get a lot more discount.5) Thank you 6) Yeyy! Ive got new Rexona within 25% discount by giving my old one.

COVERAGEOF THE EVENT

Creation of media valueCostless PR Press

After movies on YouTube, Facebook, Instagram, TwitterEvent pics on Instagram,

Social Media

Facebook most commented postFacebook

For extending the campaign over the TurkeyFacebook Voting

Media and Business Plan

Calculation

1 Rexona average= 8 1 Rexona production cost = 4 1 product with 25% discount = 6 Annual Rexona sales = 45 million piece

45M x 8 = 360M annual income45M x 4 = 180M production cost = 180m annual revenue

If we sell our products within 25% discount

45M x 6 = 270M annual income45M x 4 = 180M production cost = 90M annual revenueIt looks 90M loss

Calculation

However

When we sell 90M product in a year90M x 6 = 540M annual income 90M x 4 = 360M production cost = 180M annual revenue

It looks we balance the profitSo our campaign aims to double the revenueby doubling the sales.

Calculation

How Can We Double the Sales?

1 of 3 people use daily deo in every day = 33%

We assume Rexona 50% market share as market leader

So;1 of 6 people use daily Rexona in every day = 16.5 %

After the all events, we aim to increase market penetration of Rexona from 16,50% to 33%

That means to 100% market penetration!

People will be encouraged to do more, social more, achieve more and they will be transformed into doers through an unforgettable experience.At the end of these campaigns the brand awareness will increase.Rexona penetration will rise effectively by encouraging non-users to try and by turning periodic users into regular users.Our world records events will become news in the mass media and PR coverage.

Conclusion

Can the idea be applied to other brands ? No, because our campaign idea just match with Rexonas DO MORE philosophy. Can the idea be turned into a campaign?Yes because our idea of do more is supported by sub-categories such as Fun More, Dance more, Move more etc.Is it a dependable campaign? Yes because it will be implemented with the support of trustworthy and high brand equity companies like UL/Rexona and Guinness.Is it realistic? Yes because the events designed such as record breaking have already been established as popular, high-participant occasions. The events can be organized with a reasonable budget and have high impacts.

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made bySIXANA

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