Title | FOOTBAL WITHOUT WIVES |
Brand | UNILEVER |
Product/Service | REXONA MEN |
Entrant Company
|
GRAPE Moscow, RUSSIA
|
Advertising Agency
|
GRAPE Moscow, RUSSIA
|
Advertising Agency 2
|
R&I GROUP Moscow, RUSSIA
|
Credits
Vladimir Garev |
Grape |
Creative Director |
Denis Bykov |
Grape |
Creative |
Alyona Ivanova |
Grape |
Creative |
Vika Zvonareva |
Grape |
Creative |
Albert Patrashku |
Grape |
Art Director |
Romina Kolpakova |
Grape |
Designer |
Alexey Kosilin |
Grape |
Agency Producer |
Alexandr Sevryukov |
Grape |
Account Director |
Yana Shostak |
Grape |
Account Manager |
Andrey Paoukov |
Grape |
Video Director |
Serafima Gurova |
R/I MOSCOW Part Of RCG) |
Pr Director |
Valeriya Fedyashova |
R/I MOSCOW Part Of RCG) |
Senior Account Pr Manager |
Maksim Bondarev |
R/I MOSCOW Part Of RCG) |
Pr Assistant |
Gurgen Melkonyan |
Rexona |
Senior Brand Manager |
Daria Romadina |
Rexona |
Executive Brand Manager Rexona |
Anastasia Lander |
Rexona |
Senior Pr Manager |
Elena Shvets |
Rexona |
Senior Customer Marketing Manager |
Anton Afanasiev |
Rexona |
Senior Digital Media Manager |
Valeria Mikhailova |
Rexona |
Senior Print/Traditional Advertising Media Manager |
Irina Zernishko |
Rexona |
Senior Media Manager |
The Campaign
To boost the brutal image of the brand, using World Cup as a context, Rexona launched the integrated campaign. In the heart of the campaign was online service - «Football without wives».
To promote this service we came up with the legend that the idea of the service belongs to a simple guy Mikhail Sindeev. On behalf of Mikhail wide crowdfunding campaign was launched. In a few days we got a record amount of sponsors and service collects 43 000 $. When non-commercial service “Football without wives” got wide publicity Rexona Men announced its intention to fully fund the project. Via FOOTBALLWITHOUTWIVES.RU men could sign an “official contract” with his beloved woman, obliging her not to disturb him during the Game. In return, women could experience Rio de Janeiro via video tour called «Rio without hubbies» and fight for a chance to win a trip to Brazil for two.
Success of the Campaign
To secure the "male" image of Rexona brand, perceived as a "female" on Russian market we decided to use traditionally and undoubtedly male context — World Cup.
Then to cover female audience as well we created an attractive option for women who would not join their husbands in watching football — to explore Rio with a famous host VJ Yuklya and become the one to win a trip to Brazil for two. The whole online campaign was reinforced offline with a brilliant trade support for the hero Rexona Men football range.
As a result we had 120 publications in media, PR Value $ 234 534, more than 42 000 signed up contracts and 1,3 million views of video content. The market share uplift rise in June was 66 basic points and the turnover increased by 18% in comparison with the same period last year.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We started running a blog on behalf of simple Russian guy Mikhail on the popular site sports.ru, where he first shared his «Football without wives» idea. Then we started crowdfunding campaign and got the real financial support from more than 4 000 people and raised 43 000 $. The news about «Football without wives» service got a wide PR coverage in the key federal mass media.
One week before the World Cup Rexona Men announced its intention to fully fund the project and decided to give all raised money back to the sponsors at boomstarter. Key federal mass media supported this intention and raised PR coverage.
FOOTBALLWITHOUTWIVES.RU was officially launched and at BTL zones any men could sign an “official contract” with his beloved woman, obliging her not to disturb him during the Game. In return, women could experience Rio de Janeiro via video tour called «Rio without hubbies» and fight for a chance to win a trip to Brazil for two.