Aussie athletes show what it takes to thrive under pressure in latest Rexona campaign via Octagon

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Screen Shot 2016-09-12 at 8.21.57 AM.jpgAs the sporting calendar in Australia reaches its exciting peak, Rexona has developed an integrated campaign created by Octagon via Fox Sports and AME Management.

The campaign champions Aussie athletes such as Johnathan Thurston and Luke Hodge and Supercar driver Scott McLaughlin who have proven themselves in high pressure moments.

The 18-piece video series, airing on Fox Sports and Channel 10 prior to NRL and AFL matches and Supercar races, highlights the training, preparation and tactics that some of the biggest sporting names in the country put themselves through to ensure that they are able to seize the opportunity when it presents itself.

The short form video series gives sports fans a rare insight into the lengths of preparation and the unique mindset of NRL stars Johnathan Thurston, Cooper Cronk and Anthony Milford, AFL stars Luke Hodge, Patrick Dangerfield and Todd Goldstein, and Supercar athletes Scott McLaughlin, James Moffat and the Garry Rogers Motorsports team.

 

With a focus on providing Australian fans with an insight into the lives of these stars never seen before, short form video content is integrated into both Fox Sports and Channel 10 coverage before relevant games and races featuring the selected athletes. The content is supported through campaign TVCs and digital distribution through relevant MCN and social channels.

Says John McKeon, marketing manager Rexona, Unilever: “We wanted to tap into the overwhelming passion for sport in Australia to evoke an emotional reaction, highlighting that in moments of pressure Rexona, it won’t let you down.”

 

As part of the broadcast integration, key moments where athletes are under pressure in their respective sports are highlighted with graphic pull throughs and pre-match/race commentator references. Furthermore, in certain games Rexona ‘Pressure Moments’ compilations are also played post-match/race, highlighting the key moments in the day’s play/racing.

 

Says Adam Hodge, strategy director, Octagon: “Australia is unique in not having a single sport that unites the nation. Where the UK has soccer and India goes wild for cricket, Australian sports fans are split across multiple codes. Our approach then was to devise a campaign that lives across the big three codes of AFL, NRL and Supercars and find the passion point common to each which is the intrigue in understanding what it takes for an athlete to perform under pressure – and telling that story in a way that adds depth to the broadcast.”

 

The campaign is currently in market following a successful partnership with Williams Racing F1 team earlier this year.

 

Client – Unilever

John McKeon – Marketing Manager Rexona

Sarah Dennis -Brand Manager Rexona

Morgan McBain – Assistant Brand Manager Rexona

 

Creative – Octagon

Art Director – Lizi Hamer, Creative Directory, Octagon Asia Pacific

Planner – Adam Hodge, Strategy Director, Octagon Asia Pacific

Account team – Ian Davidson, Account Director and David Gregory, Account Manager, Octagon Australia

Director – Adam Bailey, AME Management

Production Company – AME Management

Producer – Tim Leckie, Senior Producer, Fox Sports and Ryan Sanderson, AME Management

Editor – AME Management

Post Production – AME Management

Audio Post Production – Sounds Reservoir

 

Media Agency – PHD

Social Agency – TBWA

PR Agency – Liquid Ideas