Our Motorsport team delivers integrated activation at the Australian Grand Prix
Timed to coincide with the season opening Australian Grand Prix, this Sunday the first broadcast film of Rexona’s F1 content series went live. 'Time to Perform'
was the first of three broadcast pieces, with the following videos due to play out in June and October. The content was supported with a comprehensive broadcast, social, digital and PR activation plan.
The full TVC, a combined project between the motorsport team at us and our sister-agency VCCP, aired on 16th
March and will play out in multiple markets throughout the year.
The TVC is a unique viewpoint of an F1 pit stop, filmed with anamorphic lenses providing up close, dramatic insight into all it takes to deliver a 1.92 second pit stop, by the fastest pit crew in F1, the Williams Martini Racing team.
The two pieces combined bring to life the brand values of Rexona and deliver key brand messaging around pressure, tension and teamwork, which are embodied in the Williams team approach to performance. They also deliver brand awareness and drive association with high performance for the brand/product.
In addition to the launch of the content series, the CSM team worked on a retailer activation for Rexona. The unique partnership between Rexona Australia and Chemist Warehouse enabled the delivery of a range of activity including: exclusive on-car branding for Chemist Warehouse, in-store activation through POS and driver appearances and amplification through social, OOH, radio, TV and digital.
The CSM team also helped to launch Rexona’s ‘Ultimate Drive Day’ experience, a retailer incentive running across multiple markets to drive sales uplift throughout the year.