Insight
Rexona, Unilever’s largest anti-perspirant and deodorant brand, realised that every day men and women have unexpected moments of increased adrenaline, which can trigger sweat. This turns people off from getting active because they associate sweat with body odour. Rexona’s new MotionSense technology addresses this concern by keeping users fresh with every move.
To prove this, Rexona launched #MOGER—a nationwide campaign to inspire the population of Indonesia to MOVE. The #MOGER campaign sponsored and launched a Jazz concert, and a mobile campaign to help capture the country’s overall participation in the movement.
Rexona focused on targeting the 52 million smartphone users in Indonesia. Mobile is a huge part of Indonesians’ lifestyles. Smartphones are the “always on” companions of Indonesians, particularly those living in urban areas, and entertainment ranks as the most popular type of content consumed in digital media.
Strategy
To build excitement for MotionSense among the target audience (Male and Female 18-35), the agency first came up with a catchy phrase that would inspire them to get active. It took its cue from the word “Mager”, which means being “too lazy to move” and came up with “MOGER”, a lively combination of the words “Mo” and “Gerak” which means the exact opposite: “to be more active.”
The agency encouraged the target audience to “Stop Mager and Become Moger” and did this by leveraging on music as the main creative element across its nationwide campaign. Rexona sponsored the Java Jazz Festival, a prominent event. The campaign was also activated in the social space as part of a wider push, with YouTube KOLs inviting communities to join the #MOGER challenge on mobile.
The conductor that got the audience moving was a lively and interactive mobile game where users played musical instruments like percussion, maracas and piano with the goal of generating the highest score. The mobile campaign captured the country’s mobile movements, with all the scores added to a general moves counter published on Rexona’s website. Indonesians with the highest scores would get a chance to win tickets to the Java Jazz Festival and enjoy discount coupons.
Execution
Opera MediaWorks created a very visual custom 3D panoramic mobile ad unit that featured the exact tunes of instruments like maracas, percussions and piano, enabling a more immersive and interactive mobile experience. Users had to repeatedly tap the musical instruments on their mobile screens and create a beat to accumulate as many points in 20 seconds. All the points were recorded and sent to Rexona’s website in real time via API integration to add to the general counter of the movements.
The incentive to win Jazz Festival tickets further engaged the target audience and helped Rexona build a community to join the #Moger challenge.
The unique ubiquity of the mobile phones and the very engaging ad unit added immensely to the #MOGER movement and generated high brand exposure.
Results
Through the #MOGER campaign, Rexona generated its highest sales in the last three years. It gained the highest growth in market share (+110BPS), securing its position as a leading anti-perspirant and deodorant brand.
The mobile campaign generated almost three million engagements, with the campaign getting 126,000 unique users interacting. This exceeded its initial goal by 26%. The interactive ad saw each user spending an average time of 2.02 minutes. The campaign recorded a remarkable 46,020 minutes of total dwell time. An overall 5.84% record of CTR to website, where over 65,000 vouchers were redeemed.
The Rexona #Moger campaign was first in its class and became a phenomenon in social media networks, gaining the brand 2,000 new fans on Facebook and almost 1,000 new followers on Twitter. It kick-started a contagious energy that began with the phone and carried on to the festival with 113,818 people in attendance.
According to Diko Handono, Senior Brand Manager of Rexona Asia, “Innovation on mobile and the multi-screen backend API integration became key to engage with the target audience and drive the biggest Rexona sales in last three years.”
Check out the case study video here: http://bit.ly/2gmWnk7.