ideatropy / Rexona / Grup Sıxana

1. By SIXANA
20 Kasım 2014

2. THE BRIEF

3. What Rexona wants?
More Doers
More Deodorant Users
Increase Market Penetration
In Turkey

4. Philosophy of “DO MORE”
Being creative
Positive thinking
Connecting with people
Exploring opportunities
Moving out of the comfort
Zone Making things happen

5. Who are the DOERS ?
The people who are;
Physically active.
Socially connected.
Emotionally engaged.

6. Non-users think that they do not sweat.
Background
of Women%62 of Men%74
DON’T USE DEO IN EVERY DAY
In Turkey

7. 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.

8. Young people and people who feel young
Competitive,
Ambitious
Approximately 90% of Turkish population.
Target Audiance
Challenging...
Success-oriented

9. Target Audiance

10. Turkey developing country
People more competitive
People more success oriented
Consumer Insight
I wanna
do more!
We can do it!
I am
better!
:)

11. The biggest competition experience
Encouraging break the world record
Rexona the biggest supporter
Strategy

12. 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?

13. Possible events Rexona will be engaged with

14. The Event
5 April “Pillow Fight Day” at KüçükÇiftlik Park
Break the Guinness record more than 3706
people

15. Execution Plan

16. COMMUNICATION
OF THE EVENT

17. The longest flyer ever
At Point of Purchase
“The most crowded pillow fight record of the world at Küçükçiftlik Park on 5 April. Spray spray spray on more Rexona, break break break a lot more record.”

18. Flipcard
At Point of Purchase

19. Barcode melody
At Point of Purchase

20. 3 Week Before The Event
Seeding posts, promoted teaser and main campaign videos
on;
YouTube,
Facebook,
Twitter,
Instagram.
On Social Media

21. Teaser 1

22. Teaser 1

23. Teaser 2

24. Teaser 2

25. Teaser 3

26. Teaser 3

27. Main Video

28. Main Video

29. In Twitter
#DahaFazlaRekor (#TheMoreRecord)
On Social Media

30. Special post for
Swarm
Instagram
On Social Media

31. Special post for
Swarm
Instagram
On Social Media

32. THE EVENT DAY

33. At Küçükçiftlik Park, on 5th April, Rexona Branding
Guinness World Record for the largest group of pillow fight.
At least 3707 people.
On Event Day

34. At Küçükçiftlik Park, on 5th April, Rexona Branding
Guinness World Record for the largest group of pillow fight.
At least 3707 people.
On Event Day

35. Check-in on Swarm and share photo on Instagram
On Event Day

36. Rexona box as record certificate
After record party
On Event Day

37. 1 day after Biggest product exchange campaign
Radically deodorant using habit changing
Promotion

38. sudden confetti rain in biggest squares of city.
Promotion

39. Promotion
There will be
advertisement videos
on social media about
promotion
1) Ohhh! I’m so sweaty. I should
spray Rexona.
2) OMG!! It’s empty, I’ll 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! I’ve got new Rexona within
25% discount by giving my old one.

40. COVERAGE
OF THE EVENT

41. Creation of media value
Costless PR
Press

42. After movies on YouTube, Facebook, Instagram, Twitter
Event pics on Instagram,
Social Media

43. Facebook most commented post
Facebook

44. For extending the campaign over the Turkey
Facebook Voting

45. Media and Business Plan

46. 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 income
45M x 4₺ = 180M ₺ production cost
= 180m ₺ annual revenue
If we sell our products within 25% discount
45M x 6₺ = 270M ₺ annual income
45M x 4₺ = 180M ₺ production cost
= 90M ₺ annual revenue
It looks 90M ₺ loss

47. Calculation
Howeve
r
When we sell 90M product in a year
90M x 6₺ = 540M ₺ annual income
90M x 4₺ = 360M ₺ production cost
= 180M ₺ annual revenue
It looks we balance the profit
So our campaign aims to double the revenue
by doubling the sales.

48. 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!

49.  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

50. Can the idea be applied to other brands ?
No, because our campaign idea just match with Rexona’s “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.
Checking

51. made by
SIXANA
THANK YOU