Rexona Qualifying
In keeping with their strategy 'Move More', Rexona deodorant partnered up with Williams Racing to create a unique campaign surrounding pro-performance movement. As creative lead I worked on the activation and the business of actually getting people to move more by associating the movement of Formula 1 drivers directly with the brand, through an online mobile gaming competition and a digital, social, TV and outdoor campaign to promote it.
Results:
380,000 game plays
98% of Rexona's male audience reached
35% increase in off location sales
Got the reflexes?
The concept I worked on focused the campaign on reflex reaction time, something Williams Racing drivers Valtteri Bottas and Felipe Massa spend their training year preparing for. The challenge was to find out if you have the reflexes for Williams Racing. The fastest users, who made qualifying, could chose to enter their reaction times to enter a prize draw. The prize was to drive a real Williams Racing F1 car in an all expenses paid 5 day trip to Dubai.
Racing drivers train their reaction times and reflexes using a Batak machine. So the reflex competition was based on this equipment and the skills you need to beat it. Using hand-eye co-ordination players must hit the targets as they flash up across the sphere of their vision top, bottom and right and left. The aim is to hit every lit target in the least amount of time.
Competitive Mobile Gaming
The game i developed named, Rexona Qualifying, was based on Batak training but adapted to work on mobile. Players could test their reflexes whenever they had a spare moment on their phone. The game worked so that when the light flashed on the screen you moved your phone as fast and hard as you could towards it with velocity. Hit all the targets in time to get your overall reaction time at the end.
You could re-enter your best score once a day to the competition. Share you score to Facebook and Twitter and challenge your friends to beat you. It even told you when you beat Williams Racing drivers Bottas or Massa. It was pretty addictive, with people playing on average 13 times a day.
Social & Online
I wrote social posts which enabled users to publish their scores and challenge their friends to spread the word. I also developed targeted posts which were released through Massa and Bottas and Williams Racing’s social media channels on Facebook, Instagram and Twitter, challenging people to see if they had the reflexes for Williams Racing.
I then concepted speedy 5 second ads that could play before the skip button on YouTube had a chance to kick in. And banner ads using the voice of the Williams Racing drivers to challenge people at a range of extra fun reflex reaction games to create short attention grabbing content online.
Rexona Qualifying TV Sting
What's more fitting for a promotional TV ad about reaction times than a 10 second ad showing two Formula 1 drivers playing a game of ‘slapsies’ in their locker room? The ad was designed to be fast and cut through with humour to generate interest in the mobile game, rather than demonstrate the game.
City Takeovers
Across the cities where the game rolled out we wrapped trams and took over digital billboards with interactive reaction time games featuring the drivers who were challenging passersby to test their reflexes at Rexona Qualifying.
