Lowe Malaysia opens world's longest virtual relay race with new Rexona Women campaign

Published in CampaignbriefAsia Wednesday 22, May 2013 at 9:43 AM by CB

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Lowe Malaysia has created the countrywide activation for Unilever deodorant  Rexona's regional campaign theme Do: More. The campaign will support underprivileged children in Malaysia.

The campaign launches this month under the banner "Rexona Move. Sweat to Change Lives". The aim is for Malaysian women to collectively complete a journey of 10,695km - the length of West and East Malaysia, in what could be the world's longest virtual relay race.

Lowe's task was to localise the regional campaign message of "Do More" and make it relevant to what Malaysian women want. Their solution offers consumers the chance to sweat for social good. Using a mobile app, social media and microsite, smart- and non-smart-phone users can register and Sweat to Change Lives. Every movement spent walking, running, dancing, cycling will be converted into kilometres by the app or can be logged online. For each Malaysian state completed, Rexona will partner with a local children's home.

Participants' progress will be tracked on an interactive map. The map and Twitter feed show who is running at that moment, rewarding champions with badges and allowing participants to post photos and interact.

Herry Budiazhari, Marketing Director, Unilever Malaysia comments: "Today's customer wants more than just a product. We wanted to ensure she relates to Rexona's superior quality, but is also offered something more: an invitation to contribute to a good cause.  This campaign aims simply to engage the discerning customer who values social good alongside the products she buys."

Mazuin Zin, Managing Director, Lowe Malaysia explains: "Our audience is the Malay woman aged 18-30.  She is socially astute and brand-aware, and there is more to her purchasing decision than simple vanity. 90% of Malaysians believe brands should address societal issues. With this campaign, female consumers can choose to vote with their wallet, and their active time, to do social good."

Lowe Malaysia's ECD, Brandie Tan adds:  "This campaign is a true collaborative effort: both between Lowe Malaysia, Unilever Malaysia, and our media and PR partners; and ultimately between all the women nationally who will sweat to create social currency and make a difference. It's a campaign with good intentions we hope will resonate with the market."

Registration can be made at www.rexonamove.com.my