Mindshare, partnered with Rexona, launched its first Life+ campaign using wearable devices and ambient motion sensors at the Electric Run 2016 on 7 May.
Rexona was the official partner for the event, to ensure that participants stayed fresh while they moved for a good cause. Life+ is Mindshare’s “wearable and internet of things differentiator”, founded in June 2014.
Wearable devices used by the Electric Run participants tracked the crowd’s energy levels through GPS, heartbeats per minute and number of steps taken.
Together with motion sensors placed at the concert area, Rexona detected moves made by participants where the accumulated movements were converted into cash donation.
The “movement-led” initiative saw 15,000 Electric Run participants ‘contribute’ by moving more during the event and raised funds of RM100,000 for five disability charities in Malaysia.
Ad Nut thinks this is a pretty nifty way of fusing sensor technology and wearables with an event that offers natural brand alignment for a product like Rexona.
Ad Nut also likes the use of gamification concepts, where the more moves tracked translated to more donations for worthy causes.
Ad Nut is curious to see how Rexona will be spinning this initiative out into a more long-term initiative. Maybe tracking steps and offering “refresh” reminders after a certain number is hit?
Associate director – Vivek Salunke
Executive – BingRan Wong
Head of adaptive planning – Zia Namooya
Brand manager of Rexona Andreana Mah
Head of SkinCare and Deo categories – Guan Lee -
Technical partner: Sensum
Other partners: ToolBox, Impact, Lowe & Partners and Liquidthread