June 2013. Rexona developed a revolutionary motion sense technology for its deodorants; for every move you make, it releases another burst of protection. So the more you move, the more it works. ” Hit by the global financial crisis, Portugal’s economy was going through a tough period. Taxes were raised, bringing down people’s purchasing power. Gym membership fees reflected a sky high VAT of 23% making it difficult to get new clients.” How could Rexona get new members to the gym and make them do more when they had a lot less?

We created a Rexona Do: More gym plan in which a client would only pay for the days they would NOT go to the gym. If you went everyday, they would not pay anything. This plan was taken to Lisbon’s most important gym through a partnership that brought together Unilever/Rexona and Clube VII.

Awards:
El Ojo Iberoamérica: Silver Innovation 2013
CCP: Bonze in Field Marketing 2014 (category Direct Marketing)
CCP: Silver in Consumer events 2014 (category Promo and Activation)

Agency: TORKECC
Creative Director: Hugo Tornelo
Design & Art Direction: João Pereira e Rui Pica