Rexona Movement Campaign
Summer 2018
Speed is one of the main characteristics of our modern lifestyle, yet this has caused the societies to live sedentary lives which has devastating effects on the health of human beings. Rexona is always focusing on the importance of movement and being active in the brand’s communications by answering to this social issue with the unique technology their products have.
Rexona deodorants have the unique MotionSense Technology that utilizes smart fragrance micro-capsules. These products not only protect against sweating, but they also release more freshness and fragrance as these microcapsules burst with our every move.
Magnolia Advertising Agency developed and executed #RexonaGaam campaign in September and October of 2018. The campaign was based on the global message of Rexona: “The more your move, the more you live” and encouraged the audience to be more active.
Rexona had had various campaigns with the same message in the past, that’s why this time the campaign needed a unique and new mechanism.
#RexonaGaam was executed on Instagram, in 2 phases. First we asked the audiences to take daily walks, count their steps using health and pedometer apps on their cellphones, and share the screenshots with the campaign hashtag. In the second phase we asked them to take a minimum of 10,000 steps each day and share the results with Rexona.
The campaign received great feedback from the audience in both phases and the results showed that they had become more sensitive about their daily steps and activities. In the end, winners were chosen by lucky draw to receive prizes. This time, even those who did not win prizes felt like winners as they had decided to change their lifestyles and be more active.
Influencers were also invited to take the #RexonaGaam challenge and encourage more people to participate. Seyyed Mohammad Mousavi, Rexona’s brand ambassador, also helped spread the message. This mechanism caused more influencers to join the campaign organically and made #RexonaGaam one of the most successful digital campaigns for Unilever Iran.
Magnolia Advertising Agency developed and executed #RexonaGaam campaign in September and October of 2018. The campaign was based on the global message of Rexona: “The more your move, the more you live” and encouraged the audience to be more active.
Rexona had had various campaigns with the same message in the past, that’s why this time the campaign needed a unique and new mechanism.
#RexonaGaam was executed on Instagram, in 2 phases. First we asked the audiences to take daily walks, count their steps using health and pedometer apps on their cellphones, and share the screenshots with the campaign hashtag. In the second phase we asked them to take a minimum of 10,000 steps each day and share the results with Rexona.
The campaign received great feedback from the audience in both phases and the results showed that they had become more sensitive about their daily steps and activities. In the end, winners were chosen by lucky draw to receive prizes. This time, even those who did not win prizes felt like winners as they had decided to change their lifestyles and be more active.
Influencers were also invited to take the #RexonaGaam challenge and encourage more people to participate. Seyyed Mohammad Mousavi, Rexona’s brand ambassador, also helped spread the message. This mechanism caused more influencers to join the campaign organically and made #RexonaGaam one of the most successful digital campaigns for Unilever Iran.
Creative Directors: Arash Pirsalehi, Milad Mohsenifar
Art Direction: Arash Pirsalehi
Copywrite: Milad Mohsenifar
Copywrite: Milad Mohsenifar
Project Management: Pooya Sabaq
Client: Rexona
Agency: Magnolia Advertising
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