MINDSHARE, the global media agency network part of WPP, has teamed up with Rexona to launch its first Life+ campaign using bio wearables devices and ambient motion sensors at the Electric Run 2016. Rexona partnered with Electric Run as the official Freshmoves partner to ensure that participants stayed fresh while they moved for a good cause.
LIfe+ is Mindshare’s dedicated wearable and Internet of things differentiator, founded in June 2014 to help its brands navigate “the third wave” of digital marketing-wearables.
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 every Freshmoves made by participants where the accumulated movements were converted into cash donation. The more you moved, the more you donate. This was a unique movement-led initiative that saw over 15,000 Electric Run participants “contribute” by moving more during the Electric Run, making wearable technology the heartbeat of this campaign. The Rexona Freshmoves campaign raised funds of RM100,000 for five disability charities in Malaysia.
Mindshare Malaysia head Varun Channa (pic) says: “This was a unique movement-led initiative that saw participants ‘contribute’ during the Electric Run, and integrating wearable technology at the core of the campaign. Mindshare’s proprietary Life+ and Adaptive Marketing approach demonstrated how to leverage real-time data and use wearables technology for a great brand cause. This is another market-first from the team.”
Unilever (M) Holdings Sdn Bhd head of skincare and deodorant categories Guan Lee says in a statement: “Through partnership with Mindshare Life+, we are delighted to encourage people to move more with Rexona. The cash donation aims to change the lives of children and young adults with mobility disabilities caused by accident or illness and provide them with mobility aids such as prosthesis, wheelchairs and access to physiotherapy.”
The Electric Run was held on May 7 at Selangor Turf Club.