Rexona invites Malaysian women to virtual relay race for charity

The campaign is currently running under the banner 'Rexona Move. Sweat to Change Lives' until 31 August. It aims to encourage Malaysian women to collectively complete a journey of 10,695 km, equivalent to the length of East and West Malaysia, making it the world’s longest virtual relay race.

Participants can join the race by registering through a mobile app, social media or a microsite. 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.

The campaign, created by Lowe Malaysia, is also supported by a PR and media push from Edelman and Mindshare, including digital banners, Facebook ads, bloggers, in-store presence and a university on-ground activation.

“Our audience is the Malay woman aged 18 to 30, who is socially astute and brand-aware, and there is more to her purchasing decision than simple vanity,” said Mazuin Zin, managing director of Lowe Malaysia. “90 per cent 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.”