Rexona, Survivor – Who Does More!

 

Strategy

 

We wanted to get our target audience into action and globally came up with the slogan “Do More”. Latest researches show that 78% of Turkish population owns a smart phone and also mobile phones are the most used devices for second-screening with 64% while watching TV. Moreover, wearables and second screen experience was on the rise and we used this opportunity in our advantage to reach our target audience by developing a mobile campaign. We not only reminded Rexona users of us but also reached non-Rexona users.

 

Execution

 

Rexona claims that the real Survivor takes place in our everyday lives by saying “Do More”. So, we decided to cooperate with the Turkey’s most watched reality TV Show,“Survivor”, where contestants continuously challenge each other to do more.

 

First, we gave Rexona bracelets to each of the Survivor contestants in order to find out what more they can achieve. Thus, we were able to share with our audience data such as how many steps they took, how many kilometers they traveled and how many calories they burned via Rexona tab on Acunn.com app, which is the offical mobile application of the TV Show.

 

Second, we informed our audience to download Acunn.com app and activate it via advertorials and sliders. We used the Watermark technology to send a sound signal to the users’ mobile devices while on air.  We asked them to make predictions about the competition simultaneously with the programme. The users’ benefited from the data we provided while making their predictions. Thus, users were able to get involved with the programme via their mobile devices. Additionally, we gave them points for every correct prediction and make them compete with each other. After a 24 episode setup, we sent one of them to Dominican Republic, where the competition took place.

 

Lastly, we invited our audience to “Do More”. We created a “Pushed to more” tab on the Acunn.com app and asked them to move around for 10 minutes. We converted every move completed into points using the gyroscope apparatus on their devices. In return, we sent the person who completed the most moves to Northern Cyprus to watch the season finale.

 

Results

 

·         579.598 unique users played the game on mobile.

·         Average time rate in game 11 minutes (ios & Android).

·         Sen de yap katılımı (bu akşam gelecek)269.755 users participated in the game.

·         237.101 openned push notifications

·         32.754 unique native banner clicks

·         Acunn.com was downloaded by 500.000 new users during campaign.

 

“Pushed to Do More” is the biggest second screen campaign in Turkey. It carried on 24 episodes and the longest one of all times. When considered from this point of view, we have broke new ground to the innovative campaign to reach the large masses and thus we recieved positive feedbacks.