Malaysian Media Awards Winners Showcase

The Challenge
68% of our audience did not comprehend Rexona Deodorant’s distinctive Motionsense™ Microcapsules Technology which burst upon friction to release more fresh fragrance. The more a user moves throughout the day, the more fresh fragrance is released – a strong edge for Rexona. Rexona had to establish this distinctive standing in the market to gain share.

Insight, Strategy and the Idea
Since fragrance should be experienced, not just seen, Rexona had to find an innovative way to communicate its distinctive technology. Understanding that Malaysian consumers seek exciting activities and value experience over physical products, we designed a strategy for consumers to understand Rexona’s Motionsense™ technology in an unforgetable, experiential way, as well as experience Rexona in a way they’ve never experienced any fragrance before.

Media Execution
To get things rolling, Rexona advertised through a few mediums to communicate the Motionsense™ Technology. Working with KOL’s, Rexona launched educational TVC and digital videos highlighting the technology. To drive further interest, Rexona ran a contest encouraging consumers to upload a video of them “photobombing”, which shared similar themes to the KOL videos. Next, Rexona collaborated with GSC to launch a “first of its kind” experience where bubbles infused with Rexona were released into the cinema. The bubbles released Rexona’s fragrance upon bursting, educating movie-goers of Rexona’s fragrance-releasing microcapsules in a real-life sensory experience. Consumers could win cinema tickets by purchasing Rexona Twin-Pack at Guardian or receive free samples at the GSC ticket counter. Consumers leaving the cinema could win more prizes by entering a “Wind Tunnel” to catch Rexona paper slips blown by the wind machine. Building on this hype, Rexona announced its colloboration with ‘The Electric Run’. The strategy was to establish the connection between movement and Rexona so consumers can experience Rexona’s distinctive edge. To trigger purchase, Rexona partnered with Watsons, encouraging consumers to purchase the product and win tickets for participation. Rexona also ran promotions and ticket giveaways through TVC, Radio and online video platforms. To elevate the experience, we added our layer of adaptive approach through the integration of Life+ differentiator. We introduced wearable technology, a first-in-market innovation to highlight the advantages of Motionsense™ at the event. The wearable device captured the steps taken by an individual and converted them into moves. The moves captured in the concert hall were converted into an equal donation amount to support the social responsibility of the brand ‘Ambient Sensors’. Rexona’s brand ambassador performing at the concert also urged the audience to keep moving and collect more donations. 30 KOLs and media personalities also wore the device and posted about the experience! This execution educated our audience how more movement equates to more results, helping them experience how more movement with Motionsense™ leads to more fragrance.

Results and Effectiveness
Over 15,000 participants made 104 million Fresh moves and raised RM 100,007 for charity. Over 20,000 interactions happened on social media, with a reach of 4.7 million (Sizmek). The brand’s sales increased by 33% (internal sales) & penetration grew by 2% (Kantar Data) whereas the benchmark was only 100bps as compared to LY May 2015.