Rexona Deo Lotion: Utilize the IVR technology through singing competition with idol

Telkomsel, a telecommunications brand, collaborated with Rexona, a deodorant brand, to increase its brand engagement and awareness through targeted SMS and Interacted Voice Response.

Campaign details

Brand: Unilever/Rexona Deo LotionLead agency: TelkomselRegion: APAC

Objectives

Indonesia is ranked fourth as the country with the largest population in the world. There are 257.6 million people living in Indonesia with 44% of them in the category of class C socio-economics status. Most of them love to listen to music and dance with the rhythm. To avoid the body odor caused by the activities, they use deodorant and Rexona is one of the most popular deodorant brand used in Indonesia. In general, humans can produce around one liter of sweat for a one-day...

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