Rexona together with Mindshare has launched its first LIFE+ campaign using bio wearable devices and ambient motion sensors at the Electric Run 2016.
Rexona partnered up with Electric Run as the official Freshmoves partner to ensure participants stayed fresh while they moved for a good cause.
LIFE+ was founded in June 2014 to help brands navigate ‘the third wave’ of digital marketing-wearables. The Electric Run was being held on 7th May at Selangor Turf Club. Rexona’s brand ambassador, SonaOne performed and encouraged participants to move more for the cause while staying fresh.
The devices worn by Electric Run participants could track the crowd’s energy levels through GPS, heartbeats per minutes and number of steps taken. Together with motion sensors placed at the concert area, Rexona detected the movements made by participants, every Freshmove detected was then converted into cash donations.
The more the participants moved, the more was being donated. This unique movement-led initiative saw over 15,000 Electric Run participants contributing by moving more during the Electric Run, making wearable technology the focus marketing platform of this campaign. The campaign raised over RM100,000 for five disability charities in Malaysia.
“Through partnership with Mindshare LIFE+, we are delighted to encourage people to move more with Rexona,” Guan Lee, Head of Skinecare and Deodorant Categories, Unilever Malaysia said.
“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.”