Feed the debate via an entertaining made for television series that accessed the countries BEST sporting stars. It pitted 8 elite Australian athletes from 8 different sports against each other. The content became the epicentre of our campaign. We continued the debate beyond the couch where every channel played a unique role.

TVC’s & Network marketing airtime: Delivered Rexona Men brand awareness (top) + direct viewers to watch the show (tail). Newspapers: National awareness of challenge. Unmissable call to action Online hub: Leveraged the enormous content; forum and interaction with sports fans. Allowed viewers to catch up on episodes missed…a must for a new programme!

Online: Bought the content to the eyeballs online. Mobile: Snackable content that kept the debate alive during the day. PR: Reinforced sporting credibility of individuals and drive weekly excitement. In store: Pulled it back to purchase via competitions to meet the stars

Rexona experienced its largest ever sales growth. Market share far outstretched our 34.2% goal, growing to 36.9% - a 123% increase! 80% of this share gain was directly attributable to the campaign.

Millward Brown tracking told us that 60% of people who watched the show claimed they would want to choose Rexona (v’s 38% average).

It increased our Communications KPI: Best at giving all day protection against odour 35% v’s 26%AND...it delivered a 24% increase in ratings for the TV Network.It was so good that the client said...”Game on...again”