Digital media agency PHDiQ has launched a new interactive campaign for Rexona, where fans can record and upload video messages in support of the All Blacks.The 'we've got confidence, now show us yours' campaign is running across Stuff.co.nz and Youtube.com, with banner ads allowing fans to record their messages via webcam and broadcast them in the days leading up to All Blacks matches. On game day the best messages are played back on Stuff.co.nz and all messages are displayed on www.youtube.com/user/nzRexonaMen.
Run through RexonaMen’s Facebook page, the activity has reached over one million New Zealanders since launching on 5 September, and will continue until the All Blacks’ Rugby World Cup campaign finishes.
PHDiQ's Polly Williams, says, “The challenge was to support Rexona’s sponsorship of the All Blacks in a way that fully engaged consumers during the Rugby World Cup, without infringing on IRB guidelines by referencing the event itself."
The banner campaign ties in with Rexona’s broader “rituals of confidence” campaign. The fully integrated campaign has been running throughout 2011, and includes TVCs, out-of-home, a partnership with Rugby Heaven, and working with Grant Fox and ex-All Black greats to engage with fans on Facebook.
PHDiQ's Alysha Buckley, says, “We believe this is the first time in New Zealand that a digital banner ad is being used to collate consumer content, which is then played back in another ad."