HK Online Campaign review
This is my very first review on the online campaign in HK, this is just my sharing and I might be wrong, my English is not good too so please bare with me. Please reply if you agree/disagree. I know that I’m not writing in a polite manner, I would sincerely apologize if you feel offended. It’s not my intention to do so. I still need my job.
Client: Rexona (Unilever)
Agency: (please tell me)
Campaign: Dryness Challenge http://rexonachallenge.com.hk/
Online is just a platform to showcase the TVC plus a way to promote the street promotion. There’s a parasitic forum in which the best answer will be rewarded with some prizes. The rest are very much product info.
I can’t see a decent planning behind the online campaign. To me, it’s a typical ATL TVC campaign with street promotion, the online element is just an appendix, parasitic to the ATL campaign. Having said that, it’s not an excuse to do it in this way, sorry, I have to say, this is not a nice online campaign/website.
Apart from the irrelevant celebrity Elva Siu, I can’t see any creative behind, or maybe the ‘organge’ color. Or actually it’s just an adaptation from print, so the score is n/a, no creative at all.
Website structure: 1/10
Designers might think it’s a print rather than a website, no clear structure at all. It’s like a 5 years ago website, you can tell when you’re welcomed by a flash intro Rexona logo. The navigation is changing and boring and I just feel that text is actually everywhere despite there’s still a lot of graphics.
Business effectiveness: 3/10
I guess both client and agency are quite happy with the results. I am not sure if they checked the traffic (can’t see any GA code), but apparently there’re about 100 messages in the forum. And there must have someone who have registered the street promotion and shown up. Someone must have watched the TVC online, while there’s no benchmark the figures is too happy to be good.
I can only notice the TVC, I was attracted by the Ferrari and I guess most people are, rather than Elva Siu (sadly she must be the celebrity aligned by regional). So the TVC is not bad, they put all the focus and call to action to the website rather than the product. Maybe I miss some online banners etc, I can’t see any. So the best thing in this online campaign is actually the TVC.
Remarks: I am quite disappointed, to be honest I was involved in the activation campaign “Win a Date” 2 years ago, I believe that was a huge success and much better than this even it’s a 2 yrs ago job. The blog is still alive, http://dominiclau.xanga.com/ I still remember when I got over 3000 comments everyday on a single entry, so I’m somehow disappointed by the client when they fall back to something like this. Anyway.
Overall: 2/10. I look forward to the Rexona campaign next year.