(Marketingmagazine.com.my)- In its latest campaign for Rexona, Mindshare launched its first LIFE+ campaign using Bio Wearables Devices and ambient motion sensors for the brand’s Electric Run held early this month at the Selangor Turf Club.
Coming on board the run as its official Freshmoves Partner, Rexona’s mandate was to ensure the runners stayed fresh while moving for a good cause.
The brand tracked each participant’s- GPS, heartbeats per minute and number of steps taken through a wearable device and motion sensors placed at the concert area. Apart from the run, participants dance movements during the performance by Rexona’s brand ambassador – SonaOne was also tracked.
The accumulated movements were then converted into cash donations. Thanks to the movement of 15,000 participants a total of RM100,000 was raised for five disability charities in Malaysia.
Sharing his thoughts on the campaign, Guan Lee, Head of Skincare and Deodorant Categories, Unilever said:
“Through partnership with Mindshare LIFE+, we are delighted to encourage people to move more with Rexona. The cash donation aims to change the lives of children and young adults with mobility disabilities caused by accident or illness and provide them with mobility aids such as prosthesis, wheelchairs and access to physiotherapy.”
Adding more on Mindshare’s latest offering Varun Channa, Head of Mindshare Malaysia shared that the agency’s proprietary LIFE+ and adaptive marketing approach demonstrated how real-time data and wearable technology could be used for the greater good for a brand
“This was a unique movement-led initiative that saw participants ‘contribute’ during the Electric Run, and integrating wearable technology at the core of the campaign”
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