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

Hue was the capital of Vietnam from the early 19th century until 1945 .It is the location of the Thien Mu pagoda, one of Vietnam's most famous pagodas (religious buildings).

Region : Asia Pacific

A person’s online behaviour differs mostly, depending on their age.

Media : Online Digital

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