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PHDiQ Kicks New Goals In Digital Advertising

Thursday 13 October 2011, 5:29PM

By Spark Activate

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Digital media agency PHDiQ has executed a ground-breaking campaign with its Rexona online banners, which let fans record and upload video messages to show their support for the All Blacks.

The campaign, which is unique in its use of consumer content, is running across Stuff.co.nz and Youtube.com, with banner ads allowing fans to record “good luck” 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 so far reached over one million New Zealanders since launching on 5 September, and will continue until the All Blacks’ Rugby World Cup campaign finishes.

PHDiQ Senior Digital Strategist, 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.

“We think we’ve found the perfect balance with a Rexona-owned platform, where consumers can voice their support for the All Blacks during a very exciting time for New Zealand.”

The banner campaign enables fans to share in dialogue with the All Blacks by offering messages of confidence, which ties seamlessly into Rexona’s broader “Rituals of Confidence” campaign. Rexona Rituals of Confidence is a fully integrated campaign 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 General Manager, 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.

“We’re really excited about this new level of engagement we can bring to digital advertising and how it will influence consumer interaction with brands in the future.”