The Brief

Research has shown, being socially driven, also drives business. And in the business of sweat, or rather no sweat, doing more is a sweaty business indeed. So it’s always a challenge to keep things, refreshing.

Describe how the promotion developed from concept to implementation

Rexona Move is an integrated cross-platform campaign that formed a virtual relay race that ran the length of Malaysia. Participants merely needed to download an app, and their movements would be recorded via geolocation on their smartphone. Additionally, a motion capture programme was hosted the microsite that allowed people to record their movements at home as well. The movements would be counted in kilometres, and eventually converted into donations for underprivileged children, once the target was met. To date, that target has been met more than 30X over.

Describe the success of the promotion with both client and consumer including some quantifiable results

Our target of 10,695 kilometers was achieved within the first week, it has been met 30x over and is still going. It's one of the top downloaded apps in the fitness category for both App Store and Google Play with an average review of 4.5 out of 5. Garnering more than 15,000 downloads on the first month alone, with 320,000 unique website visits in a few weeks and free media impressions including blogger reach outs. A 3% growth in sales in the first month. That's 16% growth from the same month last year. And 11% Year on year growth.

Explain why the method of promotion was most relevant to the product or service

Rexona has been known to prevent odor and sweat while Rexona Move invites people to sweat and indirectly donate to charity. So in essence, Rexona helps you donate without breaking a sweat.