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THE BRAND Rexona/Degree/Sure for men WHAT WE ARE & WHAT WE DO? An extreme

efficacy that developes

over engineered products to satisfy men’s

needs.

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE PRODUCT Rexona

PROTECTION WHITHOUT ANNOYING WHITE MARKS


STRATEGY RFM invisible strategic approach Competence do not tell men about the problem. Just demos that show how the product works.

“I like to start the day looking and feeling good. But when white marks from my deodorant show up on my clothes, it makes me feel uncomfortable.”

So, we will talk about the problem

(through an emotional approach and in a more realistic way, to give MEN a reason to use the product).

PROTECTION WHITHOUT ANNOYING WHITE MARKS


What is it that would bother Georges about the white mark?

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE WHITE MARKS II MEN I HAVE TO SOLVE IT “it makes me feel like I don’t know how to take care of myself.”

I don’t care

You are stained

You are stained

You are stained

I told you, I don’t care

I am getting tired You are stained

What is it? It is not such a big deal!

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE CAPITAL QUESTION So, the problem is...

THE WHITE MARK? “It’s not a life-changing event. Oh my god… I got a white mark! I just am annoyed. How long have I been walking around like this?” “Honestly, I’ve never noticed it on others…so it must not be a big deal.” HOUDINI INSIGHTS EXPLORATORY - Vibe Market Research – Sept 06

OR THAT PEOPLE KEEP ON TELLING YOU ABOUT IT?

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE IDEA

CAMPAIGN IDEA

ANNOYING STAINS

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE CAMPAIGN Campaign idea through IBC model BRAND COMMUNICATION IDEA

Take the RISK ANNOYING STAINS How: Showing men´s excessive reactions, every time someone points them their AP white marks. INVISIBLE VIRALS

INVISIBLE WEBSITE

The invasion*

POS

OUTDOORS

KV AND PRINT

ZOOM MAIN TVC

EXECUTIONS

ZOOM SHORTS TVC

The arrival

DIGITAL ENGAGEMENT

CAMPAIGN IDEA

* WORK IN PROGRESS PROTECTION WHITHOUT ANNOYING WHITE MARKS


CREATIVITY PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE ARRIVAL

SHORTS TVC PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE ARRIVAL CLOCK The protagonist, a black clop dressed in a funky 70s style, walks into his police station office. The white antiperspirant marks are clearly visible on his clothes right under his arms. As he goes in he looks weirdly at the clock hanging from his wall. The clock consists of a funny little doll whose arms act as the pointers. We see that the clock has been painted white - with something similar to “white-out” – in the area that corresponds to the doll’s underarms. We hear chuckles and laughter and we see through the office window which shows the inside of the police station, the rest of his colleagues laughing their heads off, clearly showing that they all had participated in the clock joke. The protagonist pulls down the shutters angrily to avoid having to look at them. At his point we see a pack shot of the new Rexona Invisible and read: New Rexona Invisible. Protection without annoying white stains.

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE ARRIVAL

POS PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE ARRIVAL 1.0 Invisible The main objective of this proposition is to “Exploit” the Invisible element of the product, which is one of the main attribute of the product. The way to exploit this element is by “Transparent” POP materials.

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE ARRIVAL

Self Stand There is an option to ilumitante the pallet display adding leds or batteries inside.

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE ARRIVAL 2.0 Prove it! Based on “Annoying Stains”; the user has to prove by himself if he has an annoying white mark by looking in the mirror. In that way the user lives his own experience:

3 Identify a problem ( annoying white mark) 3 Finds a solution ( RFM Invisible)

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE ARRIVAL Product on the TOP

Self Stand

Mirror

Arrow

Product on the TOP

Mirror Arrow

PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE INVASION

DIGITAL & TV CONTENT PROTECTION WHITHOUT ANNOYING WHITE MARKS


THE INVASION FIRST PHASE: RATIONAL TEASER Victim: person who shows his AP marks in the rational teaser Objective: Annoy the victim pointing his AP marks 3.0 The victim shows its annoyance making reference he knows about his AP marks but he does not care

1.0 Video of the victim in his daily rutine; while he is at his office, elevator, restaurant, etc. He makes some movements which let the user see his AP marks. 2.0 The user has 30 segs aprox. to point the victim AP marks.

4.0 After the user points several times the AP marks the victim gets really annoyed and at the end he is embarassed because people arround him makes fun of his AP Marks

PROTECTION WHITHOUT ANNOYING WHITE MARKS


Thanks! PROTECTION WHITHOUT ANNOYING WHITE MARKS


TBP Rexona Peter Pan