After signing on to partner with FIFA through 2027, Octagon partnered with the local Rexona team to set a roadmap for campaigns and activations at the 2023 FIFA Women’s World Cup™. The aim was to increase market share, drive consideration of Rexona Advanced Protection, and increase brand power scores.
The Unilever/Rexona team, along with Octagon, leveraged the new partnership to build excitement for the tournament with a retail campaign across Australia’s biggest markets. Working closely with Unilever Global, Octagon ensured the consistency of the campaign across local and global assets.
In addition to the retail campaign, Octagon also created a brand experience at Stadium Australia, the “Rexona Warm Up Zone.” Built across three stations with cleverly integrated tech to encourage movement. The team hosted more than 2,500 fans, who spent nearly an hour on average at the activation. We also delivered more than 150 competition-winner prizes and delivered over 4,000 samples.
With anticipation across Australia at an all-time high for the FIFA Women’s World Cup, and excitement building around the Matildas’ deep run in the tournament, the potential return of star forward Sam Kerr was abuzz across the host nation. Octagon jumped into action to create some timely content around Kerr’s return to the pitch.
With less than two weeks to deliver, Octagon worked expeditiously alongside the Unilever Rexona team to write and produce the gripping TVC entitled “Not Done Yet.” Building on Rexona’s current brand platform, the TVC spotlighted Kerr and showcased how the many challenges she has faced throughout her riveting career have only served to make her stronger, silenced the critics, and helped her continued quest to break records.
The TVC debuted across national TV platforms and digital channels ahead of The Matildas’ World Cup Round of 16 match against Denmark, when Kerr made her triumphant return.
Rexona’s “Not Done Yet” TVC produced the highest TV ratings of the year for the brand, with a reach of 9.8 million in the metro and 3.9 million regionally. Octagon and Unilever’s close partnership and ability to take quick action to create some timely content and capitalize on an unforgettable moment in Australian sports history.
To view Unilever’s Rexona “Not Done Yet” TV Commercial click here.