Rexona | William Chan and Sherman Chung Dryness Challenge | Hong Kong

Created by Euro RSCG Hong Kong, this digital campaign is said to be the biggest interactive project for Rexona in this market. This is also the first campaign they rolled out after winning the business earlier this year. Dancing is the perfect way to illustrate the effectiveness of the deodorant brand in keeping dry.

Hong Kong pop-singers William Chan and Sherman Chung are the chosen ambassadors of the dance challenge. The ‘Rexona Dance Challenge’ website is packed with media rich content including videos with step-by-step dance routines featuring Chan and Chung. Fans can get involved by learning the steps and uploading their own video to compete with the two artists.

The site is open for public voting and the best challenger will win a Rexona kit and perform with Chan and Chung in the final event.

The campaign is also promoted through social media like Facebook and YouTube, online banners and video through Yahoo, Uwants and TVB.com.

“Product penetration for deodorant is still relatively low in Hong Kong. The interactive dance challenge is an engaging way to show that sweat causes odor but Rexona allows you to perform with confidence,” said Teresa Ng, marketing director of Unilever Hong Kong.

PHD is the media agency for the campaign.




Credits:
Project Rexona Dance Challenge
Client Unilever Hong Kong
Creative agency Euro RSCG, Hong Kong
Associate creative director Kennedy Pang
Interactive art director Jacob Yuen
Senior multimedia designer Albert Leung
Account director Yuki Wan
Senior account executive Robert Law
Media agency PHD
Exposure Online