The Campaign

How can we explain the Motionsense™ technology in an impactful yet straightforward way? As the old Chinese saying goes - I see and I remember, I do and I understand! We decided to make people move and experience the fragrance themselves. In the meantime, we needed to use a medium young people would resonate with. This was done through an event loved by young Malaysians – The Electric Run - a popular 5km night run which culminates in a concert at the finish line. Importantly, we used wearable technology for the first time to highlight the advantages of Motionsense™.

Creative Execution

We started with an activation to purchase a Rexona deo and win free tickets to participate in the Electric Run 2016. Moving a step further, we added a social cause with a simple message - the more you move, the more money we raise to help mobility-disabled people. To achieve this, we engaged TECHNOLOGY! We had it all covered! More than 1200 downloaded a special tracking app, with winners of a pre-run contest wearing bio devices to measure their heartbeat. Audio sensors at various locations measured crowd noise. The more people moved, the more Rexona donated. LED screens showcased scores, drone cameras ran a kiss cam concept, and celebrity endorser SonaOne encouraged people to move more!

The results? Malaysians finally understood that Rexona gets you going, and voted with their feet too. More than 15,000 participants made 104 million moves and raised RM 100,007 for charity. With runners feel, confident, fresh and engaged, the rest of the country picked up on the good vibes! More than 20,000 interactions happened on social media, with a reach of 4.7 million. The brand’s sales increased by 20% and market share grew by 2%. Using technology, we made everyone FEEL GOOD.

It is relevant to Media Spikes because the core of this activity is anchored around using a potential event as a medium for brand to communicate with the audiences actively and personally. We used Electric Run as the primary 'Media' to manifest the meaning and essence behind the Motionsense™ Technology of Rexona. We had been communicating this concept through traditional and digital media channels but audience was still not able to relate and comprehend the message. Therefore, we re-invented this event and transformed it into the fundamental campaign media where audience can actually live through this technology.

Insights, Strategy and the Idea

We were in a bit of a crisis - in spite of years of continuous advertising, consumers were unable to understand the technology. Visual advertising had not helped in cutting through the clutter! We needed to get youngsters who are always out and about, so we targeted people between 18-34, who are active and FUN. To these people, there was only one equation: "More movement = more sweat = more bad odour." We needed them to learn a new sum: "More movement = better fragrance". A crisis? Or OPPORTUNITY? Rexona, ever the optimist, choose the latter, and wanted people to feel FRESH at the same time. Rexona also wanted people to experience technological innovations in the process.