In just 2 weeks, we drove +70,000 visits to Rexona’s website and maintained a stable weekly traffic of 35,000 visits throughout the campaign period. 53.5% of the site’s traffic came from Facebook, proving a strong viral impact.In just 2 months, over 80,000 deodorant dodging suspects were reported that resulted in over 500,000 Rexona bottles sold.Volume sales were up by +8.4% YOY and the category also grew by +7%, driven mainly by Rexona.

Most importantly, we helped the smelly culprits regained their self-confidence. A massive achievement considering how hard it is to change a consumer’s behaviour! Case solved!

We raised the public concern in the style of HK’s breaking news – What? A 3 year-old kid fainted in a cable car due to intense body odour! In social media and magazines, reports from No Smell Association unveiled that “It’s a crime to smell bad”, triggering a social movement to help the smelly guys and girls.

Once we had activated consumers’ self-consciousness, “Rexona Police” stepped out in mass media to recruit undercover Anti-Smell Agents who could identify the smelly culprit (friends) via mobile, Facebook or on association’s website to help them solve their problem.

Daily ‘wanted’ Facebook newsfeeds were sent, urging the suspects to review their social activities. They could only remove their smelly labelling by discovering the real causes of sweat and getting their Facebook friends to verify it. Through this highly engaging and entertaining process, our targets learned about the importance of using Rexona’s deodorants every day.

Rexona is a leading deodorant brand but in Hong Kong the category has only 30% penetration as it’s mainly used in summer and after sports activities. HK consumers don’t know that sweat can occur ‘anytime’ and not just from heat and humidity.

Our challenge was to grow the category and make Rexona’s deodorants an ‘everyday habit’ amongst the ‘deodorant dodgers’.HK consumers are “fun-loving”, but highly image-conscious and will do anything to avoid embarrassing social labels. ‘Social pressure’ is therefore our opportunity to influence consumer behaviour. After all no one wants to be labelled as smelly!We created a captivating ‘game’ based on a problem-solution educational approach to gain consumer’s permission to enter into their social world to activate the regular usage for Rexona deodorants.

Our solution was “Rexona Police” – the Anti-Smell Agents of the “No Smell Association”, a new social pressure group designed to “Knock off Body Odour”!