Mindshare teams up with Rexona in Electric Run


Mindshare Malaysia managing director Varun Channa

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.

Article type: metered
User Type: anonymous web
User Status:
Campaign ID: 1
Cxense type: free
User access status: 3
Join our Telegram channel to get our Evening Alerts and breaking news highlights

Business , Mindshare

   

Next In Business News

IOI Corp offers to buy debt notes
Indonesia’s higher coal output target thwarted by heavy rains
H&R to invest RM200mil in speciality manufacturing plant in Lumut
AirAsia X proposes to pay 0.5% of RM34bil debt owed to creditors
Haily bags RM25mil project
Geely's Volvo Cars sets IPO price range, seeking up to US$23bil valuation
Inari signs MoU with a private equity fund in China to expand OSAT business
ES Ceramic posts strong Q1 growth
Southern Cable bags RM18.5mil TNB contract
Sunway Malls to launch Sunway eMall.com to boost presence

Others Also Read


Vouchers