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
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?
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.”
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
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.
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