Naked Communications has devised a new campaign for deodorant Rexona Men which will literally put fans on a treadmill to test their devotion to the All Blacks.
A 30-second spot featuring New Zealand rugby stars has been released to promote the new competition the ‘Rexona Treadmill of Devotion’, giving fans the chance to win a corporate box at Eden Park for the rematch of the Rugby World Cup final in June against France.
The TVC shows the players trying out a treadmill made from Rexona cans, and is designed to make people get more active, with the campaign featuring PR, online and a purchase-to-enter Facebook competition.
Simon Veksner, Head of Ideas at Naked Communications, said: “For All Black fans, watching their team play from the hallowed corporate box is the ultimate prize.
“Our challenge was to change fans’ behaviour to get them to do more. The winners of the Rexona Treadmill of Devotion aren’t simply handed the prize on a silver platter; they have to work hard for it.”
Ian Bell, Deodorants Marketing Director for Unilever ANZ, added: “This is our fifth year of sponsoring the All Blacks so we wanted to create a campaign that would bring New Zealanders closer to their team and give them the confidence to achieve more.
“As soon as we saw the All Blacks players excited by the treadmill we knew we had something that the rest of New Zealand would get behind.”