Ponting, balls and newspaper
Newspapers drove distribution of the Rexona’s “Ricky Ponting - 1 million balls” promotion.
In August 2007, Rexona Men were met with a challenge – they needed to distribute branded balls Australia-wide. They answer lay in a strategic partnership with newspapers.
Campaign Objectives
As Rexona’s brand ambassador, Ricky Ponting is on a mission to get Aussie men to play more sport. The more sport they play, the more they sweat, and they’ll buy more Rexona Men Sport.
Unilever needed a media partner to:
- Distribute the balls
- effectively target sport loving males 25-39 years
- amplify the campaign to maximize the impact – on a limited budget.
Campaign Solution
News Limited, through their vast national network of newsagents, we were able to provide a single point of distribution for Unilever’s merchandise.
Using newspapers, they also generated hype, excitement and talkability to the lead up of the campaign.
By engaging with the individual marketing and editorial teams for each masthead around the country, they significantly enhanced the campaign.
Campaign Results
Unilever and Universal McCann POV: This campaign has been hugely successful for Rexona and the business:
- Driving 12.3% growth across the entire Rexona Brand Portfolio YTD nationally (no other brand activity across this campaign period)
- Unilever through their press campaign alone reached over 75% of their target audience (2,064,000). News Limited had met the challenge of delivering Rexona’s sports balls to the Australian public.
For more detailed information about this campaign, visit Rexona Men Sport- Ricky’s Got Balls.
Source: NewsSpace News Ltd.