SUB CATEGORY :

INTERNET FILM: BEAUTY, HEALTH & PERSONAL CARE

COMPANY ENTERING :

J.WALTER THOMPSON SYDNEY, SYDNEY

ENTRY TITLE :

BARRY OGDEN

BRAND :

REXONA

ADVERTISER :

UNILEVER AUSTRALIA

AGENCY :

J. WALTER THOMPSON SYDNEY, SYDNEY

CHIEF CREATIVE OFFICER :

MATT EASTWOOD

EXECUTIVE CREATIVE DIRECTOR :

SIMON LANGLEY

COPYWRITER :

GILES CLAYTON

ART DIRECTOR :

SIMON HAYES

ACCOUNT MANAGER :

JOANNA KROL-SLOCOMBE

ACCOUNT EXECUTIVE :

REBEKAH O'GRADY

STRATEGIC PLANNING DIRECTOR :

ANGELA MORRIS

STRATEGIC PLANNER :

CARLY YANCO

FILM PRODUCTION COMPANY :

PLAZA FILMS, SYDNEY

DIRECTOR :

DAVE WOOD

EXECUTIVE PRODUCER :

LEE THOMPSON

POST-PRODUCTION COMPANY :

HECKLER, SYDNEY

ENGLISH SYNOPSIS :

MEET BARRY OGDEN AKA B.O. – A LOCAL CELEBRITY WHO’S FAMOUS FOR ALL THE WRONG REASONS. FROM IDOLISED GLANCES ON THE BUS, TO QUESTIONABLE RESTAURANT VIP TREATMENT, BARRY OGDEN’S FAME SEEMS TO FOLLOW HIM WHEREVER HE GOES.

ENGLISH CONTEXT EXPLANATION :

OBJECTIVES REXONA FACED A KEY CHALLENGE IN 2016: PRICE PROMOTION WARS WERE ERODING MARKET PENETRATION AND WITH KEY COMPETITORS UNDERTAKING AGGRESSIVE IN STORE DISCOUNTING ACTIVITY, REXONA NEEDED TO DEFEND ITS MARKET LEADERSHIP BY INCREASING BUYERS’ WILLINGNESS TO PAY FOR THE BRAND AND ITS SUPERIOR PRODUCTS. WITH DEODORANTS BEING A LOW INVOLVEMENT / CONSIDERATION CATEGORY WE WERE BRIEFED TO INCREASE BRAND PREFERENCE THROUGH EMOTIONALLY-DRIVEN BRANDED CONTENT. STRATEGIC THINKING EVEN THOUGH MOST PEOPLE BELIEVE THEIR DEODORANT IS “GOOD ENOUGH” THEY STILL WORRY IF THEY SMELL BAD. EVERY MONTH MORE THAN 10,000 AUSTRALIANS ASK GOOGLE HOW TO FIND OUT IF THEY HAD BAD BODY ODOUR. THIS SUGGESTS THAT WHILST THE PRODUCT MIGHT BE LOW INVOLVEMENT, THE ROLE THE PRODUCT PLAYS IN PEOPLE LIVES IS HIGH INVOLVEMENT, BECAUSE THE ANXIETY AROUND ODOUR IS REAL AND EMOTIVE.

URL :

https://www.youtube.com/watch?v=d49BFEtFHqo