Advertiser: REXONA
Agency: ADVANCE DIGITAL
Category: Best Use of Digital Media
Advertising campaign: REXBALL
Technical Director: Алексей Медведев (Social Craft)
Project Manager: Антон Михайлов (Advance Digital)
Senior Programmer: Игорь Афанасьев (Advance Digital)
Copywriter: Максим Белов (Advance Digital)
Art Director: Юлия Найденкова (Advance Digital)
Production Director: Арсений Сычёв (Advance Digital)
Creative Director: Кирилл Жуков (Advance Digital)
Account Director: Никита Маршанский (Social Craft)
Account Director: Алла Коцюба (Advance Digital)
Programmer: Анатолий Савченко (Advance Digital)
Technology Director: Антон Борицкий (Advance Digital)
Smm Manager: Татьяна Кащенко (Advance Digital)
Execution
The competition happened through banners, Facebook, Vkontakte and also bus stops.
Effectiveness
Matches: 153.000Total game time: +7 monthsActive users: 55.160
Strategy
Context:Rexona Russia is one of the leading brands among youngsters, but losing space in digital due lack of gamification and social activities.Idea:We took two most trendy offline activities of our audience: pinball and soccer. To make them sweat online. Using an innovative technology, we created a competition where they had to be very active to get high ranking: moving arms in order Rexball not fall down. Rexona gave a boost to rankings with promo codes.