Aiming to inspire people to be more active, the new campaign will run until the match day, 8 June. It’s supported by TVC, PR, online advertising and a purchase-to-enter Facebook promotion that allows fans to participate in the ‘Rexona Treadmill of Devotion’ contest along with five nominated friends.
The 30-second TVC shows All Blacks players trying out a custom-designed treadmill made from Rexona cans. As long as the treadmill is in motion, the curtains of the corporate box remain open; if the walking stops, the curtains close. In other words, the winners will have to walk for 80 minutes to watch the whole match.
Simon Veksner, head of ideas at Naked Communications, said the challenge in creating this campaign was to change fans’ behaviour.
“This is our fifth year of sponsoring the All Blacks, so we wanted to create a campaign that would bring New Zealanders closer to their team and give them the confidence to achieve more,” said Ian Bell, Deodorants marketing director for Unilever ANZ. “As soon as we saw the All Blacks players excited by the treadmill, we knew we had something that the rest of New Zealand would get behind.”
Marketing director Ian Bell
Brand manager Aymin Diab
ECD Simon Veksner
Business director Adrian Mottershead
Planning partner Adam Ferrier
Strategy director Bridie Commerford
Account director Anna College
Agency Producer Gabrielle Flanagan
Creative Hamish Grieve
Creative Adrian McNamara
TV production Flying Fish
Director Greg Page
Producer Kerin Casey
Media, PR & activation Spark
Strategy director Nicky Greville
Account director Luci Marshall
Senior digital strategist Polly Williams