Rexona Clinical’s Unique ‘Pitvertising’ Won The Summer, Via Clemenger BBDO Sydney

Rexona Clinical’s Unique ‘Pitvertising’ Won The Summer, Via Clemenger BBDO Sydney
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



While the Sydney Sixers won the BBL season ten trophy, Rexona Clinica won the summer sports marketing battle with a game-changing sponsorship idea.

BBL 2020-21 series will go down as the ‘Year of the Pit’ after Rexona Clinical owned the summer after unveiling its new form of advertising sponsorship – ‘Pitvertising’.

The concept, devised by Clemenger BBDO Sydney, saw the Rexona Clinical logo with its iconic tick featured on the underarms of cricket umpires’ uniforms during the 2020-21 BBL season in an industry-first sponsorship deal with Cricket Australia.

Unlike a standard sponsorship, ‘Pitvertising’ meant the logo was only revealed during dramatic, high-stress BBL moments when the umpires raised their arms, making the message Rexona Clinical Protection keeps you cool under pressure impossible to miss.

With BBL series viewership topping 42 million, the Rexona Clinical logo was seen more than one billion times, revealed every time a wicket was taken, six hit, or powerplay or power surge called.

The unique concept took the world by storm, with the initial announcement generating global media buzz including more than 55 million impressions. ‘Pitvertising’ became an international sensation featured in news, blogs and radio shows around the globe.

The success of the innovation has spread beyond cricket, with other sporting codes looking to leverage similar sponsorship opportunities.

‘Pitvertising’ was supported by an above-the-line campaign featuring 30- and 15-second TVCs for Rexona Clinical Protection deodorant with the tagline, ‘three times the protection for those high-pressure moments’. The spots put a new spin on giving the boss ‘the finger’ when an under pressure staffer umpiring the annual office cricket match raises his arm to give the boss out leg before wicket.

The creative was designed to draw a parallel between Rexona Clinical’s ability to keep you cool under pressure and the umpire’s ability to keep their cool in high-pressure moments. In addition to the TVCs, the campaign featured Channel 7 and Fox Sports wicket replay integration, as well as stadium activations and in-store promotions.

“Rexona Clinical has a long history of aligning with professional sport, and we have been proud to see our innovative partnership come to life across the BBL season. The sponsorship idea created by Clemenger hit the spot and the supporting campaign leveraged its success to demonstrate our role in high pressure moments,” said Scott Mingl, Marketing Director – Deodorant ANZ, Unilever.

Clemenger BBDO Sydney ECD Brendan Willenberg added, “creating both the BBL pitvertising opportunity for Rexona Clinical and supporting the sponsorship with a campaign that playfully showed how non-sporting pros could benefit from Rexona Clinical in high pressure moments too was an achievement we are all super proud of.”

Please login with linkedin to comment

Latest News

Microsoft Says Cannes In Cairns Is Worth Its Salt
  • Media

Microsoft Says Cannes In Cairns Is Worth Its Salt

Cannes in Cairns, presented by Pinterest, is thrilled to announce that none other than Microsoft will be hosting an offsite networking lunch at Cairns’ stunning Salt House restaurant on Thursday the 3rd of February as part of the event’s packed agenda. As a silver partner to the event, Microsoft (who, we’re sure you’ll agree needs […]

by B&T Magazine

B&T Magazine
DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]

IAS Enhances Context Control For Advertisers And Publishers
  • Advertising

IAS Enhances Context Control For Advertisers And Publishers

Integral Ad Science (IAS) announced the expansion of its context control solution for advertisers and publishers globally to give customers more control over the context of digital ad placements. IAS CEO, Lisa Utzschneider (featured image), gave insight into the enhancement, saying: “We first launched context control to help our customers transform their targeting strategies, and […]

Picture of a crowd of people holding and raising rainbow flags, symbol of the homosexual struggle, during a gay demonstration. The rainbow flag, commonly known as the gay pride flag or LGBT pride flag, is a symbol of lesbian, gay, bisexual and transgender (LGBT) pride and LGBT social movements. Other older uses of rainbow flags include a symbol of peace.
  • Opinion

Where Did All The Rainbow Flags Go?

This adlander muses over brands ditching the rainbow flag. Or, has it merely been usurped by the fossil fuel flag?

Opinion

by B&T Magazine

B&T Magazine
Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory
  • Campaigns
  • Technology

Unruly Launches Content Level Targeting That Enhances Publishers’ CTV and Video Inventory

Programmatic video advertising platform Unruly has introduced content level targeting that standardises attributes across genre and rating segments enabling scaled buying on premium video content. Today Unruly announced the introduction of its content level inventory that segments inventory based on publisher bidstream attributes that mirror linear TV buys, such as genre and rating. The solution […]

Golden Circle Wants Aussies To ‘SmilePay’ This Summer
  • Campaigns

Golden Circle Wants Aussies To ‘SmilePay’ This Summer

Golden Circle is bringing a splash of sunshine to the Australian Summer with the launch of an innovative, SmilePay vending machine. The machine was created by 72andSunny, and software development company, Enabled 2 GO Technologies. It uses existing smile recognition software to recognise an Aussie smile and in return release a complimentary ice-gold Golden Circle fruit drink […]

New Report Says Managers Are Ignoring Employee Mental Health
  • Media

New Report Says Managers Are Ignoring Employee Mental Health

Almost half (49 per cent) of Australia’s marketing, media, and communications employees feel their managers are showing little, if any, concern for their mental wellbeing, a new report has found. The report – conducted on behalf of the Australian College of Applied Professions in October 2021 – surveyed 1000 nationally represented workers and found some […]

Meta Works With Now We Collide To Champion Aussie Small Businesses
  • Campaigns
  • Technology

Meta Works With Now We Collide To Champion Aussie Small Businesses

Meta has partnered with creative agency, Now We Collide to showcase the strength and resilience of small businesses around Australia. The campaign “Good Ideas Deserve To Be Found,” features the stories of four Australian businesses including Singing Magpie (SA), BoardSox (VIC), D-STILL Drinkware (QLD) and Survival Emergency Solutions (NSW). Each story shows how the business […]

Digital Lives of Australians: Cyber Security Fears Keeping People Offline
  • Campaigns
  • Technology

Digital Lives of Australians: Cyber Security Fears Keeping People Offline

The internet is invaluable but cyber security fears are keeping Australians offline. According to new research released today by the .au Domain Administration (auDA), almost 90 per cent of Australians say the Internet has a positive impact on their lives. Moreover, almost all small businesses (98 per cent) depend on the Internet as an invaluable […]