MEN REXONA/DEGREE/SURE FOR ACK GLOBAL THINK BIG P
CONFIDENTIAL
PACKS
Table of contents
1. Strategy
The objective Who is our target? The insight What is Rexona Energizing? Energy Possible creative approaches Energy sensation through RFM Vision Campaign Deployment
2. IBC Pyramid
3. Channel Executions Tease Reveal Aware Involve
4. Contacts
1 Strategy
ENERGY
An incredible energizing SENSATION This is the focus for the brief Energy as sensation is what marks us out as new and different
Possible Creative Approaches ENERGY as an EFFECT The transformation of the consumer mood after using the deo puts Nitro at risk of being overpromising.
ENERGY as a SENSATION The best way to present the energizing benefit is at the application moment. It’s also what best connects Nitro to deo users profile.
CAMPAIGN IDEA “Extreme Energizing Sensations”
t n e m y o l p e D n ig a p m a C One Week
Six Weeks
Three Weeks
AWARE Establish the new campaign idea. Communicating the RFM deo energizing Effect.
INVOLVE Get Men into the new RFM Deo Energizing universe
GO TO MARKET TEASER Set the intrigue about a new RFM innovation
REVEAL Announce the landing of the new RFM ENERGYZING DEO RANGE
MEDIA Strategy Task: Expectation + Announcement Formula: Max. Visibility. Focused on a few Locations.
MEDIA Strategy Task: Awareness + Bonding
MEDIA Strategy Task: Involve + Experience
Formula: Max. Exposure through. All traditional massive media.
Formula: Long term relationship with Target through. Brand/ product experience (360ยบ).
2 ibc pyramid
Campaign Idea through IBC Model Take the risk
Extreme energizing sensations
Big Event
OOH
Turbine Exhibitor
OOH
INVOLVE
Virtual Helmet
TEASER REVEAL
AWARE
Main TVC “Trolley” Short TVC “Pressure” Print KV POS
GO TO MARKET
3 channel
executions
TEASER: BIG EVENT In nightime football matches, before the match, the field will be bathed in a green light for a few seconds, as this light is turned on, we will see a gigantic flag that will be placed in the middle of the field “get ready to experience a sensation of extreme energy all over your body�.
REVEAL
Reveal: OOH
AWARE
AWARE: MAIN TVC “TROLLEY”
Aware: POS MATERIAL
GIFT PACK
EXTREME ENERGY TEST
INVOLVE
INVOLVE: TURBINE EXHIBITOR
In diferent locations we will place a huge pack which will have a turbine below blowing up air. Promoters will stand by the pack inviting people to have a true energizing experience. A small ladder will lead up to the top of the pack so that people can just let themselves fall and stay suspended in the air as if falling from a parachute.
THANKS