Rexona Teens: Love

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Unilever
Agency: Ponce Buenos Aires
Brand: Rexona (deodorant)
Campaign duration: December 2009 to June 2010
Campaign objective: Build, defend brand position; increase awareness
Country: Argentina
Media budget (USD): $1-5 million
Media used: Games/competitions, Internet display, Internet microsites, Internet search, Magazines (consumers), Mobile, Online video, Out of home (all forms), Packaging, Radio (local), Social media, Television (broadcast), Word of mouth

Executive Summary