Brand owner: Unilever
Lead agency: Mindshare Indonesia
Contributing agencies: Google, Vice
Industries: Deodorants, anti-perspirants
Media channels: Content marketing, Mobile & apps, Online display, Online video, Public relations, Voice, chatbots, Word of mouth, advocacy
Budget: Up to 500k
Rexona believes that, the more people move, the more they get out of life, and sweat should not get in the way of that. So, as a brand, it wanted to celebrate movement.
In Indonesia, like many urbanising countries in the world, movement is an everyday challenge. From traffic, to the lack of pedestrians, people spend most of their time at standstill. They cope and find ways to move.
However, there is one group of people that are at a disadvantage – the one in 10 Indonesians that are disabled. It is already hard for regular people to move around, imagine how difficult it is for them.