Dubbed 'Rexona Men: Battling in South Africa', the campaign aims to select four football fans and bring them to South Africa to watch the World Cup final.
The campaign has received huge response from the country’s zealous fans, receiving thousands of applications within two weeks of its launch.
Four lucky applicants have been selected as candidates and left for South Africa a few days ago.
There they are divided into two teams. Each team is tasked with producing a short podcast every day, which features their experience in South Africa as well as their predictions for the result of the matches. Fans can vote online to determine the final winner.
This campaign has rallied a lot of attention from football fans – as the World Cup is undoubtedly the hottest topic in China – and has in turn promoted Rexona’s visibility.
Internet users are able to access the contest results and other snippets through the website. Digital agency AKQA is responsible for the online design and implementation of the event.
Credits:
Project Rexona Men South Africa challenge
Client Unilever
Public relations agency Dream Worker
Digital agency AKQA
Exposure Online
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