Campaign details

Brand: Rexona
Brand owner: Unilever
Lead agency: Mindshare Indonesia
Contributing agencies: Grab, Google, Vice
Country: Indonesia
Industries: Deodorants, anti-perspirants
Media channels: Content marketing, Mobile & apps, Online video, Public relations, Television, Voice, chatbots, Word of mouth, influencers
Budget: Up to 500k

Executive Summary

Rexona’s Movement for Movement campaign demonstrates that purpose can bring together brands, people, media and technology to move for a greater cause.

Gerak may be the first-of-its-kind mobility assistant to aid people with disabilities navigate their city, but it is the movement of others that caused it to have real impact. By living out its brand purpose, Rexona moved not just people with disabilities but also consumers to engage better with the brand.

Market background and objectives