2011 Issue 55 - Internationalist
2011 Issue 55 - Internationalist
2011 Issue 55 - Internationalist
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BRONZE<br />
Unilever/Rexona “Rexona Police” — PHD Hong Kong<br />
The deodorant category has a penetration of only 30% in HK. This is<br />
because deodorants are mainly used in the summer and after sports<br />
activities. The challenge was to grow the category and make<br />
Rexona’s deodorants an ‘everyday habit’ amongst deodorant<br />
dodgers. The solution was “Rexona Police” – the Anti-Smell<br />
Agents of the “No Smell Association”, a social medial pressure<br />
group designed to K.O.B.O (Knock off Body Odour).<br />
Volume sales were up by 8.4% year on year and the category grew<br />
by 7%, driven mainly by Rexona.<br />
BRONZE<br />
Maruti Suzuki India is a subsidiary of Suzuki Motor<br />
Corporation, Japan, and has been a leader in the Indian<br />
car market for several decades. One of their current<br />
marketing goals is to reach the young target audience<br />
and became a strategic partner in the new digital<br />
initiatives.<br />
To do so, Maruti Suzuki partnered with ibibo, a pioneer<br />
in talent games and initiatives to Indian internet users<br />
who changed the way people looked at gaming. Their<br />
iFilmMaker platform provided a solution for the car<br />
maker by associating them with a new generation of<br />
actors and directors showcasing their work for a chance<br />
to get noticed in the entertainment industry.<br />
BRONZE<br />
Maruti Suzuki/iFilm Maker— ibibo Web, India<br />
Dettol/”High Perfomers” — Equity Advertising, Dubai<br />
Reckitt Benckiser planned to launch the 'Dettol High<br />
Performance" range for men in Middle-East and North Africa.<br />
This represented Dettol's first foray into the male personal<br />
care category.<br />
Given that FMCG brands rarely use online media in this<br />
region despite the fact that the Middle East has one of the<br />
highest online penetrations in the world, Dettol planned a 3-<br />
pronged strategy: (1) A microsite - A destination in itself (2)<br />
Facebook Page with an Application to appeal to the mass<br />
numbers of TG within the social media space.(3) An<br />
interactive digital interface within brand activation stalls at<br />
high traffic retail malls.<br />
Facebook Fans rose from zero to 2916 in just 26days.<br />
34 T H E I N T E R N A T I O N A L I S T
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