PHDiQ kicks off interactive Rexona campaign
Digital media agency PHDiQ has launched a new interactive campaign for Rexona, where fans can record and upload video messages in support of the All Blacks.The ‘we’ve got confidence, now show us yours’ campaign is running across Stuff.co.nz and Youtube.com, with banner ads allowing fans to record their messages via webcam and broadcast them in the days leading up to All Blacks matches. On game day the best messages are played back on Stuff.co.nz and all messages are displayed on www.youtube.com/user/nzRexonaMen.
Run through RexonaMen’s Facebook page, the activity has reached over one million New Zealanders since launching on 5 September, and will continue until the All Blacks’ Rugby World Cup campaign finishes.
PHDiQ’s Polly Williams, says, “The challenge was to support Rexona’s sponsorship of the All Blacks in a way that fully engaged consumers during the Rugby World Cup, without infringing on IRB guidelines by referencing the event itself.”
The banner campaign ties in with Rexona’s broader “rituals of confidence” campaign. The fully integrated campaign has been running throughout 2011, and includes TVCs, out-of-home, a partnership with Rugby Heaven, and working with Grant Fox and ex-All Black greats to engage with fans on Facebook.
PHDiQ’s Alysha Buckley, says, “We believe this is the first time in New Zealand that a digital banner ad is being used to collate consumer content, which is then played back in another ad.”
Lame
October 17, 2011
This is why media agencies shouldn't touch creative.
It's just a banner! How is this worthy of Stoppress?
maree
October 18, 2011
agree get a real social media idea please boring
S T
October 18, 2011
Nice integration and leverage of the sponsorship, and work through the tight regulations of the IRB. Wish we / our agency had thought of somehting similar for AB's similar product.
cynical
October 18, 2011
S T
October 18, 2011
you work for PHDiq don't you?
:)
October 18, 2011
How funny. S T definitely works in media. Could do with more of an idea, but at least done for the right reasons.
Call me boring
October 20, 2011
What are the numbers? seems like a bit of effort.