Rexona tells consumers to ‘believe in the invisible’ after shopping centre stunt
A walkway that ‘falls’ underneath customers at Macquarie Shopping Centre is at the centre of a new campaign for Rexona’s Invisible Dry range.
Rexona launched the new campaign over the weekend with a stunt scaring passers-by at Macquarie Shopping Centre in Sydney.
The campaign was launched over the weekend with a stunt at Macquarie Shopping Centre by digital content agency Mindconsole.
The activation used a 4K Oled screen, sound effecrts and motion sensors to make it appear as if the ground was collapsing – startling the public as they walked over it. The stunt was filmed on 10 cameras and will be used as digital video content.
“Everyone responds differently to external stimuli so we needed to ensure multiple senses – sight, sound and motion – were considered,” said Ratcliff, managing partner of Mindconsole.
According to John McKeon, marketing manager for Rexona, the latest stunt is the first part of the ‘Invisible’ campaign, which will continue to show how the product protects consumers from marks, stains and sweat.
As part of the campaign Rexona has also released two 15-second global TV spots which see a man and a woman going about everyday life by travelling or walking on invisible objects.
The new work also introduces Rexona Men Invisible Dry Fresh to the Australian market following its success in the UK.
Rexona’s online content will appear across Youtube, Facebook – with two six-second boosted videos – and a 15 second non-skippable pre-roll on Youtube. The 90-second version of the stunt will be available on the Rexona website and Youtube.
The digital work follows on from the content series which saw fictional character Barry Ogden come to life.
Credits:
- Client – Unilever
- John McKeon – Rexona Marketing Manager
- Morgan McBain – Rexona Assistant Brand Manager
- Digital Content Agency– Mindconsole
- Media Agency – PHD
- Social Media Agency – TBWA
- PR Agency – Liquid Ideas
Hmmm… do I continue walking down this path to the destination I seek, or should I deviate towards that non-invisible stage over there beside the cameras and crew?
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Oh dear. Stinks. Spray.
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And I shall only do so if I am young, fit and attractive and appear to be in the target audience for this product.
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Just a deodorant trying to be ‘digitally cool’ but actually showing their irrelevance.
I hope the CMO thought it was great.
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Get Unilever to check this one out from McDonalds.
#stuntdoneright
https://www.youtube.com/watch?v=b9WYHN-NlLE
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