Campaign details

Brand: Rexona
Agency: Mindshare Turkey / Adcolony Turkey
Region: EMEA

Strategy

Objective

Digital marketers strive for the attention of users. Rexona wanted to make sure users are watching their ads attentively. The video genuinely showed real life problems women are facing, Rexona let women experience the video as if they were the protagonist. With the help of interactive mobile video technologies, users got a change to engage with the video, during the video ad.

Target Audience

Rexona Invisible Black + White targets 18 – 34 Females in most of the digital campaigns. The product does not stain black and white clothes, especially it's very important for women who are active in business and university. Since our younger audience is highly digital-motivated, active in social life and adapts mobile platforms easily, it was quite critical for us to make a difference in those platforms. Their attention span is rather limited in mobile so it forced us to build rich media applications that were inherent in mobile platforms.

Creative Strategy