Rexona has kicked off an extensive, integrated campaign championing Aussie athletes such as Johnathan Thurston and Luke Hodge and Supercar driver Scott McLaughlin, who have proven themselves in high pressure moments.
The video series stretches to include 18 installments, airing on Fox Sports and Channel 10 prior to NRL and AFL matches and Supercar races, in which they highlight the training, preparation and tactics that some of the biggest sporting names in the country put themselves through to ensure that they are able to thrive in even the toughest conditions.
The short form video series was created by Octagon, in partnership with Fox Sports and AME Management, and gives sports fans a rare insight into the lengths of preparation and the unique mindset of NRL stars Johnathan Thurston, Cooper Cronk and Anthony Milford, AFL stars Luke Hodge, Patrick Dangerfield and Todd Goldstein, and Supercar athletes Scott McLaughlin, James Moffat & the Garry Rogers Motorsports team.
Check out Thurston’s clip below, with the rest of them found here.
The content is supported through campaign TVCs and digital distribution through relevant MCN and social channels.
John McKeon, marketing manager Rexona, Unilever, said, “We wanted to tap into the overwhelming passion for sport in Australia to evoke an emotional reaction, highlighting that in moments of pressure Rexona, it won’t let you down.”
As part of the broadcast integration, key moments where athletes are under pressure in their respective sports are highlighted with graphic pull throughs and pre-match/race commentator references. On top of that, in certain games Rexona ‘Pressure Moments’ compilations are also played post-match/race, highlighting the key moments in the day’s play/racing.
Adam Hodge, strategy director, Octagon said, “Australia is unique in not having a single sport that unites the nation. Where the UK has soccer and India goes wild for cricket, Australian sports fans are split across multiple codes.
“Our approach then was to devise a campaign that lives across the big three codes of AFL, NRL and Supercars and find the passion point common to each which is the intrigue in understanding what it takes for an athlete to perform under pressure – and telling that story in a way that adds depth to the broadcast.”
The campaign is currently in market following a successful partnership with Williams Racing F1 team earlier this year.
Credits
Client – Unilever
John McKeon – Marketing Manager Rexona
Sarah Dennis –Brand Manager Rexona
Morgan McBain – Assistant Brand Manager Rexona
Creative – Octagon
Art Director – Lizi Hamer, Creative Directory, Octagon Asia Pacific
Planner – Adam Hodge, Strategy Director, Octagon Asia Pacific
Account team – Ian Davidson, Account Director and David Gregory, Account Manager, Octagon Australia
Director – Adam Bailey, AME Management
Production Company – AME Management
Producer – Tim Leckie, Senior Producer, Fox Sports and Ryan Sanderson, AME Management
Editor – AME Management
Post Production – AME Management
Audio Post Production – Sounds Reservoir
Media Agency – PHD
Social Agency – TBWA
PR Agency – Liquid Ideas
