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Rexteen creates a virtual sanctuary
Rexona launched its teen range 'Rexteen' and need to engage a target group with notoriously short attention spans. They partnered with Friendster to create a branded 'Room Makeover' widget.
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Challenge
Rexona launched its teens range, Rexteen, in July 2007 and needed to engage a target group which has increadibly short attention spans and are averse to mass media. The audience scoffs at regular advertising and demands the chance to voice their opinions and express their creativity while doing so!
Solution
We put their creativity and passion to the test. We created Rexy, a fictitious teenager, who invited girls to pimp their personal virtual bedroom via Asia's first branded application on friendster.com. Girls spend hours creating their dream rooms by encashing unique Rexteen product codes in exchange for virtual furniture and decorations.
Results
Rexteen surpassed annual targets in the first 10 weeks of being launched. The campaign attracted almost 200,000 visitors. The appplication download exceeded 150,000 and continued despite the contest ending. Over 3,000 pimped rooms were entered for judging. More than 10,000 fans became friends with Rexy and left brand feedback.
Context
Chewing gum is not allowed in Singapore because of the difficulty of clearing it from streets and pavements.
60% of people in the world own a MP3 player.
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