Rexona has executed a consumer stunt in Sydney’s Macquarie Shopping Centre and used the footage of shoppers’ reactions to form a new series of online videos tying into Rexona Invisible Dry, the deodorant brand’s no white marks range.
Released today, the video content sees shoppers being steered towards a construction site walkway, which features a 4K OLED screen that is ‘invisible’ until the stunt begins. When stepped on, the screen comes to life and appears to shake, shatter and break under the pressure of the pedestrian’s footsteps. Startled stunt-goers were thus compelled to take up Rexona Invisible Dry’s campaign message, ‘Believe in the Invisible’, in a new and interesting light.
The video content is being rolled out on Facebook and YouTube, with two 6 second boosted videos on Facebook and a 15 second non-skippable pre-roll on YouTube. Consumers also have access to a long form 90 second edit on Rexona’s YouTube channel and their website.
“The stunt kicks off our ‘Invisible’ campaign, which highlights how the Invisible Dry range protects against white marks, yellow stains and sweat and promotes the launch of new Rexona Men Invisible Dry Ice Fresh, a top seller from the UK,” says John McKeon, Rexona marketing manager.
Designed by digital content agency Mindconsole, the stunt includes sound effects and motion sensors to replicate the real-life scenario of the ground breaking, and further startle the public to ensure humorous, alarmed reactions.
“Everyone responds differently to external stimuli so we needed to ensure multiple senses – sight, sound and motion – were considered. A combination of technologies was paramount in the surprise,” says Ian Ratcliff, Mindconsole managing partner.
Mindconsole utilised the latest in 3D modelling technology in order to overcome the challenge of creating a realistic 3D model on a 2D surface. Ten cameras were used to capture reactions from every angle, ranging from GoPros hidden in the constraints of the walkway, through to manned digital cinema cameras with telephoto lenses.
The digital video content focus for Rexona Invisible Dry follows on from a successful Rexona content series in 2016, which saw fictional character Barry Ogden come to life in digitally-placed videos.
Rexona Invisible Dry is the brand’s best ever anti-marks formula to fight white marks and yellow stains, whilst also providing 48-hour wetness protection.
Client – Unilever
John McKeon – Rexona Marketing Manager
Morgan McBain – Rexona Assistant Brand Manager
Digital Content Agency– Mindconsole
Media Agency – PHD
Social Media Agency – TBWA
PR Agency – Liquid Ideas
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]