ASIA-PACIFIC – MALAYSIA, MAY 23, 2013 – Lowe Malaysia is working with Unilever deodorant brand Rexona on its regional campaign theme Do: More. The campaign, which has the banner "Rexona Move. Sweat to Change Lives", launches this month. As explained by Herry Budiazhari, Marketing Director, Unilever Malaysia, the campaign aims to engage discerning Malaysian customers who value social good alongside the quality of the products they purchase.
The campaign aims to get Malaysian women to collectively complete a journey of nearly 11,000km – the length of East and West Malaysia – in perhaps the longest virtual relay race in the world, with the ultimate aim of supporting underprivileged children in Malaysia. Mazuin Zin, Managing Director, Lowe Malaysia says that the specific audience of this campaign is the Malay woman aged 18-30 who is socially astute and brand-aware, and for whom social good is a concern.
Lowe was tasked with localizing the regional campaign message "Do More" – more specifically, to make it relevant to Malaysian women. The campaign Lowe crafted aims to offer participants the chance to "sweat for social good". Through downloading and making use of a mobile app, and/or manually logging their activity online, participants can register or track every movement and convert it into kilometers, with the aim of completing the "virtual journey". The progress of participants is to be tracked on an interactive map, which, along with a Twitter feed, will show who is "running" every moment. The social aspect will also be explored, with participants allowed to post pictures and interact. Champions will be rewarded with special badges.
Lowe Malaysia ECD Brandie Tan says that this campaign is a truly collaborative effort – not only between the companies behind it, but also between those women who will participate in it with the aim of making a difference.
Send an email
