The Campaign

The team devised the Movement for Movement campaign, which focused on shifting the conversation and perception Indonesians had toward Rexona and other deodorants. Rooted in Rexona’s brand DNA to help people move, Movement for Movement was designed to not only help the disabled community physically move, but to build a movement with all Indonesians to make their country, more accessible. At the heart of the campaign was the mobile app, Gerak, built with Google technology. This mobility assistant app, powered by Google’s Cloud Speech API , would simply tell Gerak users where the most handicap friendly places in their current area are located and they can book transportation directly through Rexona’s partnership with Grab. This groundbreaking app is the first of its kind in Indonesia and Southeast Asia.

The Brief

The $500,000 USD budget earmarked for the Movement for Movement campaign was one of the largest digital only campaign for Unilever. Approximately 80% of that budget was dedicated to mobile media. 10% For Activation 10% For Paid Publisher We estimatedly paid 450.000$ for paid media

Creative Execution

Gerak, Rexona’s mobility assistant app, used the ever-growing voice trend to fundamentally change how people with disabilities would move across Indonesia. The app was tested by ThisAble’s community, so that Rexona could test the actual effectiveness of the app, based on people’s needs. The Gerak app was engineered with Google’s Cloud Speech API and Dialogflow technology. Powered by its artificial intelligence capabilities, the Gerak app was a voice-activated chatbot that could direct people with disabilities to handicap accessible places. For example, if someone made a query to find a restaurant, the app would recommend a list of restaurants in the person’s immediate vicinity with the most handicap accessible traits (i.e. bathroom, seating, parking). Since Rexona is dedicated to helping Indonesians move, Gerak closed the loop by partnering with leading ridesharing company Grab. Rexona also partnered with a non-profit organization called ThisAble, that specializes in job placement for people with disabilities.

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

Expectations for Gerak were to raise awareness surrounding people with disabilities in Indonesia and providing them a real solution for their mobility challenges. This directly resulted in a partnership that will change mobility for handicapped Indonesians for years. Ride-hailing company Grab invested in 118 cars with handicap-friendly vehicles and trained drivers. This partnership pushed people with disabilities into mainstream conversation. Before this partnership, existing options were scarce, like ordering an accessible car 24 hours in advance. Now users could find an accessible place to go and easily get a ride. Within the first 90 days of Gerak being live, more than 10,000 people downloaded the app. This made Gerak the to #1 trending app in the “Travel and Local” category in the Google Play Store. With a rating of 4.4 out of 5, the Gerak app was not only being used, but loved by users.

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

In Indonesia, there are not many places that accessible for disable people. As a Rexona wants to challenge the status quo, by not only generating sales but also help many people to move. To disable people to have a better access to places in Indonesia by creating gerak apps and campaign. By creating the Movement for Movement campaign, Rexona successfully help many disable people to be able to get better access to public places

Movement for Movement is a unique campaign, as its target audience was split. The entire campaign was focused around Rexona’s core target audience of Male/Female 20-35 years old. In parallel, Rexona also targeted Indonesians with disabilities, as the app was designed specifically for their needs. As we built a country-wide movement to make a difference, we had to target disabled Indonesians to use our app. The entire Movement for Movement campaign communication was meant to bring disabled Indonesians to the forefront in the minds of everyone. Rexona wanted to shed light on a problem that was unknown to many citizens: mobility for disabled people is quite difficult in Indonesia. The communication strategy included three components: Break Stigma - Make Indonesians aware of the mobility issue among disabled Indonesians Provide a technology Solution - Introduce the Gerak mobile app Scale through partnerships - Partner with Asian Para Games