Staff Report
Dubai: Rexona, teamed up with LuLu Hypermarkets, a homegrown brand, to launch an innovative retail partnership across the Gulf region as part of Rexona’s team sponsorship of William’s Racing.
To celebrate, the Williams FW40 Formula One car featured LuLu branding for the Abu Dhabi Grand Prix race weekend from November 24 till November 26, 2017. Additionally, Lulu Hypermarkets and Unilever hosted a press conference on November 22, 2017 at the Lulu store in Dubai during which members of the media had an exclusive chance to interact with pro Williams racers, Felipe Massa and Lance Stroll.
With the ambition of bringing fans and consumers closer to the heart of F1, Rexona created a unique shopper activation available to LuLu Hypermarket customers commencing on 15th November, 2017. The campaign offered consumers the chance to win the ‘Ultimate VIP Driving Experience’ at the Dubai Autodrome as well as tickets to the Abu Dhabi Grand Prix, by purchasing Rexona products in store and entering through Rexona Facebook Messenger.
Lulu Barsha, Mushrif and Khalidiya hosted a Williams Racing car while Lulu Qusais, Khalidiya and Barsha held simulator competitions where consumers could test their speed on the virtual track to win prizes and gain insight into what it's like to be a racing driver.
“Unilever and LuLu have had a long-standing partnership and we were delighted to host our activation via Rexona in LuLu Hypermarkets in the UAE”, said Cem Tarık Yüksel, Managing Director, Unilever Gulf and Customer Development Lead, NAMETRUB.
“As an official partner of Williams Racing, this was a perfect way for Rexona to grow our brand in the region and support the race team when under pressure in November.”
“Hosting Rexona’s activation ahead of the big race in Abu Dhabi was an extremely exciting time for LuLu” said Ashraf Ali M.A – Executive Director of Lulu Group International.
“We were thrilled that our customers received an exclusive insight into the high-speed pressure and tension faced by a Formula 1 driver and got to see the LuLu Hypermarket logo on the Williams Racing car during the race.”
