Rexona makes devoted All Blacks fans run for a view of the Rugby World Cup Final rematch in a promo and campaign via Naked Communications

The latest work from Rexona and Naked Communications offers devoted All Blacks fans the chance to win a corporate box to watch their team play France in the Rugby World Cup Final rematch at Eden Park on June 8, but there’s a catch.

The curtains of the corporate box are connected to the ‘Rexona Treadmill of Devotion’, so to keep the curtains open for the full 80 minutes someone needs to be powering the treadmill at all times.

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The new campaign, which inspires people to be more active, includes TVCs of the All Blacks trying out the custom-designed treadmill made from Rexona cans and is supported by PR, online advertising and a purchase-to-enter Facebook promotion. The TVC and exclusive behind the scenes content of the All Blacks will also feature on Rexona Men Facebook Page and the Rexona Men New Zealand YouTube channel.

Says Simon Veksner, head of ideas at Naked Communications: “For All Black fans, watching their team play from the hallowed corporate box is the ultimate prize. Our challenge was to change fans’ behaviour to get them to do more. The winners of the Rexona Treadmill of Devotion aren’t simply handed the prize on a silver platter; they have to work hard for it.”

Says Ian Bell, deodorants marketing director for Unilever ANZ: “This is our fifth year of sponsoring the All Blacks so we wanted to create a campaign that would bring New Zealanders closer to their team and give them the confidence to achieve more. As soon as we saw the All Blacks players excited by the treadmill we knew we had something that the rest of New Zealand would get behind.”

Client: Rexona

Senior Digital Strategist: Polly Williams