Sydney independent agency The Works has created the I WILL DO initiative for Rexona.
The campaign is born out of the insight that the biggest barrier to achieving your physical goals is procrastination and difficulty to remain motivated.
The initiative aims to help everyday Australians combat fitness procrastination and get the most out of life. Rexona has created a service that allows people to set public goals and provides ongoing support in the form of expert advice and mentorship.
Newly released Galaxy research shows only one in five Australians who set fitness goals actually achieve them, despite 89 per cent of Australians wanting to be fitter than they currently are. It seems we have all the will in the world, but we just need a way.
“I’m really excited to be part of I WILL DO and can’t wait to see a whole community of Aussies pledging their goals and then, most importantly, surpassing them,” says Sydney Swans star, Adam Goodes.
The platform has also engaged two other talented individuals; rally car driver Molly Taylor and BMX World Cup champion Caroline Buchanan. Both will receive support from Rexona as well as contributing content and sharing their experiences.
When consumers sign up to the I WILL DO platform, a unique digital experience enables them to share their goal, which will ultimately improve their chances of success. They are then served tailored content that relates to their goal, including nutritional, psychological and performance advice, endorsed by the AIS.
The Works in partnership with the Australian Institute of Sport (AIS) have created over 300 content pieces including motivational videos for runners, cyclists, swimmers and more. The aim of this content is to help people prepare better and stay motivated.
Jon McCarthy, marketing director deodorants & male grooming at Unilever says: “Rexona as a brand stands for performance and achievement and has a heritage of reflecting that with its long association with elite athletes. I WILL DO is an exciting project that aims to help people stretch and achieve their physical goals and achievements by providing the motivation and expertise of elite athletes in a customised way.”
“This is an ambitious and complex project and one that will grow and evolve over time. The Works has done a great job realising the ambition and bringing this service to life,” he added.
Paul Swann, creative partner at The Works says: “The platform aims to build on-going relationships with customers in a product category often driven by price promotion. Over the next six months as the platform evolves, we look forward to working with the Rexona team and ambassador Adam Goodes to give people valuable content and support as they work towards their goals.”
The Works began working with Rexona in January 2014 producing work for various parts of the brand including Rexona Clinical and various digital assignments.
Agency – The Works
Creative Partner – Paul Swann
Creative Lead / Copywriter – Nathan Bilton
Art Director – Leighton Edridge
Creative Project Leader – Leigh Bigelow
Creative Project Leader – Jo Liddell
Creative Project Manager – Lucy Bullock
Creative Project Manager – Zoe Bradley
Digital Strategy Director – Damien Hughes
Digital Strategy Director – Cate Mathers
Social Strategist – Vanessa Hartley
Executive Digital Producer – Gert Leppers
Content Producer – Tristan Drummond
Content Editor – Dominic Cadden
Digital Producer – Brian Nicholson
Client – Rexona Unilever
Marketing Director Deodorants & Male Grooming – Jon McCarthy
Marketing Manager Rexona ANZ – Michael Coden
Marketing Manager – Anshika Grover
Senior Assistant Brand Manager Rexona ANZ – Imogen Harper
Media Agency – Mindshare
PR – Liquid Ideas
Production Company – Photoplay
Production Company – Storyhead
Photographer – Kenny Smith