In this edition of the Creative Showcase, we’re looking at the award-winning Rexona Invisible Black + White Aurora campaign and why it was so successful.
How it Worked
The Rexona Invisible Black + White campaign was one of the first interactive mobile video campaigns that utilized Aurora™ HD Video technology in the EMEA region. The ad shows real problems women face across the globe and allowed them to experience the ad as if they were the protagonist. While the video played, users engaged with the ad by rubbing steam on the screen, tapping to break the glass, and wiping to clean the screen.
Why it Worked
Since users were engaged with the ad throughout the duration of the video, we were able to measure their attention score directly for Rexona. The ad did a great job in capturing the anger and frustration women feel when their personal care products ruin their clothing. Showing images at work, home, and the gym, viewers are able to connect to the ad and put themselves in the protagonist’s shoes. Rexona’s product is introduced as a solution to this problem, ensuring women across the globe that those days are finally over.
Interactivity gave us the opportunity to measure users’ attention directly. The campaign yielded an attention score of 89.3% and an engagement rate of 265%, since the creative was so relatable and relevant to the issues women are facing today. While the video played, users engaged with the ad a whopping 6,542,000 times and the video was seen by 2 million unique users!
The Rexona Aurora campaign received Bronze in the Video Advertising category at the MIXX Awards, a show that recognizes and celebrates the most successful digital advertising campaigns in Europe. The Video Advertising category specifically showcases the best use of video advertising that delivers a high level of consumer engagement.
Rexona creates intelligently-designed personal care products for men and women. The company has grown since its start in the early 1900’s, partnering with Unilever in the 1930’s and expanding globally in the 80’s.
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